Postgraduate in Retail Design. Design and Concept: Branding

Find out about new consumption needs, as well as trends in the visual merchandising environment of the brands.

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Find out about new consumption needs, as well as trends in the visual merchandising environment of the brands.

Degree

Postgraduate Degree in Retail Design. Design and Concept: The Brand, degree awarded by Pompeu Fabra University (UPF).

Direction

Carmen Malvar

ECTS Credits

30

Duration

Feb 2020 to Jul 2020
English ed.:
Tu, Th, Fr, 10 a.m. to 2:15 p.m.
Spanish: Tu, Th, Fr, 5-9:15 p.m.

Price

English ed.: € 6,050 (plus € 400 registration fee)
Financing and grants

Language

Two editions:
English or Spanish

Access and admission requirements

Official university degree or equivalent to Design, Fine Arts, Communication or similar. Basic knowledge of 2D / 3D.
More information

What do you have to bear in mind when creating your own spaces for brands? In the Postgraduate Degree in Retail Design. Design and Concept: Branding you will learn how to use design in commercial spaces.

The Master’s Degree in Retail Space: Retail Design is designed for professionals who wish to acquire a complete knowledge on the field of retail design. However, within retail arena there are many disciplines we will cover you to in which you can develop with the utmost professionalism.

From small-scale and new formats to large-scale design, from boutiques to large multinational brands, we will explain how the differences are applied in each scenario, working directly with brands and briefings and getting great guest juries. Our guest companies are among other World Duty Free, IKEA, Swarovski and Vitra, among others.

Most areas are covered with theory and practice cases. 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 arena (new formats, 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.

Introduction to marketing theory / Retail branding

  • Marketing theory.
  • Display of case studies.
  • Group work: case studies (market comparisons by country, age, etc.).
  • Discussion: sharing case study results.
     

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.
  • Discussion: the process for analysing branding strategies.
     

Research project

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

Graphic art / Brand identity and imagery

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


Field trips


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

Trends

  • Market trends.
  • New customers and customer segmentation.
     

Commercial design and image. Brand / Project

  • Project presentation and development.
  • Project development and exhibition.
  • Presentation and discussion of proposals.
  • Lighting/materials.
  • Introduction: choosing environments.
  • Synergies: light-material.
  • New lighting technologies and materials.
  • The effect. Handling spaces (infographics, scenography).
  • Group work discussion: analysis and selection of lighting and states for activity programmes.

 

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.
  • Analyse the role the retail sector plays in commercial strategy at all levels.
  • Explore retail types, their various functions, how to deal with demand for them, the role they play in economic and social activity, and the future challenges this sector faces.
  • Demonstrate and analyse the design process for the development of a retail space arena.
  • Identify and apply social and market studies, and learn how to interpret and work with this information to obtain an ideal design.
  • Create a complete project for the design of a major retail space with all the aspects that need to be taken into account to bring it to a good conclusion.
  • Domain of the conceptualization and realization of window display.
  • Domain of strategic branding tools related to Retail.
  • Knowledge of strategies, market plans and models of expansion.
  • Domain of visual communication tools.
  • Knowledge of Retail applied to virtual commerce.
  • Domain of different trends in eco-illumination.
Carmen Malvar
carmen-malvar-professorat.png

Carmen Malvar

Director of the Master's Degree in Retail Design
Swarovski
Swarovski

Master’s Degree in Retail Space: Retail Design

Swarovski

Several authors

Master’s Degree in Retail Space: Retail Design

Swarovski

Several authors
Amicca
Amicca

Master in Retail Space: Retail Design

Amicca

Several authors

Master in Retail Space: Retail Design

Amicca

Several authors
Vitra
Vitra

Master in Retail Space: Retail Design

Vitra

Several authors

Master in Retail Space: Retail Design

Vitra

Several authors

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