3. MALL PLAZA VESPUCIO
• The biggest mall of Santiago
• 4 million people per month
• Mall has public services, educational centers, restaurant, cinema, hospital and
a metro station
• Placed in a very high density population sector
4. OBSERVATION
• A lot, lot, lot of people
• A lot, lot, lot of young people no-buyers
• Spatial location is very confused, is hard to know “where I’m”
• Has spaces that are empty compared with other sectors
• The security sensation is ambiguous
• The services (bathroom, ATM, park) is deficient
• People hang out
5.
6. INSIGHTS
• “The mall is always full”
• “The mall is not clear, confused and is hart find something”
• “The mall is a bit insecure and unclean”
• “The mall has everthing”
7. HIDDEN OPPORTUNITIES
• Encourage “going the mall” in valley time: working days in mornings or
working day afternoon.
• Create spaces of not-consumption for young
• Reduces the full-sensation
• Increase the environment control for real buyers
• Improvement the “spatial location sensation”
• “You are here map” is not enough
• Digital maps are nice and techie, but useless
• Mobile is a opportunity
11. METRO
• The principal way of transportation for santiaguinos
• 2.2 million of people DAILY!!
• Every morning and afternoon there are congestion and problems to take a
train
12. OBSERVATION
• A lot a people every morning
• Is very hard to take a train
• A lot of people!
• In peak times the train “are shortly”, there are fewer wagon per train
• A lot of people!!
• Each train, when arrives to station, is located in a different position; so the
doors is located in a different position too
• A lot of people!!!
• People uses cell phones to wait
13. INSIGHTS
• Is very hard to take a train
• I don’t know when I can take a train
• All people take Metro at same hour (more or less)
• Take the Metro at right hour depends of lucky
14. HIDDEN OPPORTUNITIES
• Create plan to take metro at different times
• Reduces ticket value (really reduce)
• Balance use of all stations, not only principals
• Use mobile
• To inform density-people of each train
• To know how train is (shortly or normal)
• Make that people use all wagon spaces, not only doors sectors
• A campaign?
