Master's Degree in Retail Space: Retail Design

Máster
Presencial
Barcelona
60 créditos
10000 €

Descripción

This master's degree is designed for professionals who wish to acquire the essential knowledge to work on and design retail spaces. However, within retail there are many disciplines we will teach you to in which you can develop with the utmost professionalism. From small-scale to large-scale design, from boutiques to large multinational brands, we will explain what differences apply in each case.

All subjects will be dealt with in theory and practice. Importance is given to the analysis and study of trends and innovation in the market and society to get a close-up view of the elements in designing a retail space (space, communication, flow, exhibition, virtual aspects, sensory perceptions, etc.). Art and analysis are the basis of any project and the concept and projection of space. We make every effort so students come away with the highest standards and ability to work with the most demanding companies in the market. 



Temario

Postgraduate Diploma in Retail Design. Design and Space: Shopping

MODULE 1. GROUP CASE STUDY. STRATEGIC BRANDING
Course introduction and presentation. A journey through the branding world in large spaces.

    Case studies.
    Practical group work: development of a branded product.

o    Practical group work: background and steps for developing a product.
o    Practical group work.
o    Group discussion: relevant aspects discovered by the student while carrying out the hands-on project.

MODULE 2. MARKET STRATEGIES AND PLANS / EXPANSION MODELS

    Market strategies and plans.

o    Basis and concepts that define the market.
o    Market plans and strategies.
o    Case studies: analysis of examples.

    Market "scales".
    Trends and models.
    Practical discussion session: future markets.

MODULE 3. CONCEPT DESIGN AND SHOWCASE IMPLEMENTATION / PROJECT WITH PARTNER COMPANY

    Project presentation and development.
    Project development and scheduled field trip (Essapunt visit).
    Presentation of project ideas.
    Project implementation in the real showcase.

MODULE 4. E-COMMERCE / COMMUNICATION TOOLS / VISUAL COMMUNICATION

    Graphics and Impressions.
    Communication tools.

o    Visual communication.

    Commerce.

o    E-Commerce.
o    Web Commerce.

MODULE 5. ECO-LIGHTING

    Lighting.
    Ecology in lighting.
    Trends and models.
    Tools for using eco-lighting.


MODULE 6. FINAL PROJECT

    Design and concept: how to stand out using marketing strategies.
    Layouts (circuits).
    Window-dressing.
    Visual Merchandising.
    Lighting in shopping centres.
    Graphic art and visual communication.
    Construction materials and techniques.

Postgraduate Diploma in Retail Design. Design and Concept: The Brand

MODULE 1. INTRODUCTION TO MARKETING THEORY / RETAIL BRANDING

    Marketing theory.
    Display of case studies.

o    Group work: case studies (market comparisons by country, age, etc.).
o    Discussion: sharing case study results.

MODULE 2.THE CHALLENGE OF BRANDING / NEW TECHNOLOGIES

    Introduction to the challenge of branding. A journey through the world of retail (introduction).
    New technologies: the transformation of consumption.
    The "tuning" phenomenon: customisation (the self factor). Discussion: association of elements and environments with consumer behaviour.
    Group case study. Introduction to branding and its varieties.
    Types and strategies.
    Brand analysis.

o    Discussion: the process for analysing branding strategies.

MODULE 3. RESEARCH PROJECT

    Project presentation and development.
    Work in research groups.
    New trends and eco-design.
    Project presentation and group discussion.

MODULE 4.GRAPHIC ART / BRAND IDENTITY AND IMAGERY

    Design as strategy.
    Analysis of the search process for retail iconography.
    Values and trends.
    Case studies.


MODULE 5. FIELD TRIPS

MODULE 6. VISUAL - WINDOW-DRESSING

    Visual merchandising / product display / Fixtures & Flow.
    The principles of visual merchandising.
    Marketing applied to social shopping behaviour. Tour Shopping.
    Product analysis and strategy.
    Case study and exercise: business analysis and product display research.
    Models: effective display techniques.
    Window-dressing.

o    Window-dressing as a hook/attraction technique.
o    States: the exchange.
o    The dynamics of crossing: input-output, in-out.
o    Exercise: how to capture a customer's social profile.

    The technique of window-dressing.
    Materials, lighting and technologies.

MODULE 7. TRENDS

    Market trends.
    New customers and customer segmentation.

MODULE 8.COMMERCIAL DESIGN AND IMAGE. BRAND / PROJECT

    Project presentation and development.
    Project development and exhibition.
    Presentation and discussion of proposals.
    Lighting/materials.

o    Introduction: choosing environments.
o    Synergies: light-material.
o    New lighting technologies and materials.
o    The effect. Handling spaces (infographics, scenography).
o    Group work discussion: analysis and selection of lighting and states for activity programs.

MODULE 9. FP-FINAL PROJECT: HANDS-ON EXERCISE WITH PARTNER COMPANY

    The project has to cover all modules developed throughout the course.
    Project presentation.
    Development of brief in groups.
    Presentation of findings to the partner company.
    Conclusion.

Idiomas en los que se imparte

English

Duración

Start Date: September and February.

Objetivos

Titulación obtenida

Master's Degree in Retail Space: Retail Design, degree awarded by Pompeu Fabra University (UPF) and ELISAVA School of Design and Engineering of Barcelona.

Precio

10000 €
Members of the ELISAVA Professional Association enjoy a 15% reduction.

Profesorado

CARMEN MALVAR (Spain 1967) Holds a B.S in Interiors from Maestro Mateo School of Art and Crafts, Spain and a B.S in Architecture with honours from Pratt Institute School of Architecture. She is principal of Atelier Malvar+ Tusch .Llc in New York, where she specializes as a designer and brand/commerce consultant. Carmen has been head architect for the international brand Zara (Inditex), conceptualising new prototype shops to be implemented worldwide with a team of experts. She also has overseen international brand expansion and construction management for brands like Camper (shoe Company), Mango (clothing Company), Tous (Jewelery Company) and Desigual in the last past years. She has designed and supervised implementation of international shops for more than thirty locations worldwide.

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Master's Degree in Retail Space: Retail Design

ELISAVA Escuela Superior de Diseño e Ingeniería de Barcelona

Campus y sedes: ELISAVA Escuela Superior de Diseño e Ingeniería de Barcelona

ELISAVA Escuela Superior de Diseño e Ingeniería de Barcelona
La Rambla, 30-32 08002 Barcelona

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