Brand Spaces Course

The current market environment is highly competitive, and brands need to approach their audiences in a differentiated way. To stand out, it is necessary to (re)present themselves from consumption spaces where they can express their essence and identity, and from which they can communicate their values in a satisfying and captivating manner.

Consumers expect not only to know the brands, but also to be seduced by them and offered a range of experiences and moments that are emotional and create memorability. The team of professionals at TOUS will share their expertise to ensure that our project is highly relevant.

It is aimed at all those who wish to immerse themselves in the universe of brand space ideation and activation. Students and professionals from various creative disciplines, designers, architects, visual merchandisers, interior designers, entrepreneurs, and curious profiles who are attracted to innovative approaches focused on developing consumption spaces that enhance brand visibility and sales.

The course presents a dual proposal that combines theory and practice equally, aiming to prepare us to tackle a professional project. For this reason, we will work with the brand TOUS to achieve our key objective: to transform a brand space into an icon, a cornerstone that allows us to communicate our identity and connect emotionally with our consumers.

The course is offered in an in-person format, comprising 24 hours of instruction spread over 12 sessions of 2 hours each. It combines lectures with practical classes, including scoutings that allow us to discover and analyze reference brand spaces.

Participants will gain knowledge and mastery of retail marketing and communication strategies to help brands increase visibility, enhance consumer empathy, and drive sales.

The final project is based on a real brief provided by TOUS. The results will be presented, in the final session, to a panel of experts from the brand. The evaluation will be conducted with a professional focus, following predefined criteria. One of the participating students will have the opportunity to intern at TOUS.

The course aims to:

Strategic and creative consultant, working for various national and international brands in the fashion, cosmetics, and fragrance sectors, hospitality, and transportation, focused on the luxury industry. Collaborates on training and innovation projects at various creative schools and universities.

Design and production studio based in London and Valencia that operates worldwide. Founded in 2005, Acierta is a team of experienced specialists focused on creating and producing retail and event projects.

Co-founder and Director of Luxury Advise, a consultancy specializing in training and advisory services in luxury and premium marketing, and Academic Director of the Advanced Course in Strategic Management and Direction of the Luxury Universe at the Instituto de Empresa.

Managing Director of TOUS in the Spanish market. She joined TOUS in October 2022 and is responsible for the company’s business in its local market, overseeing a team of 1,300 people.

With two decades of experience in international organizations such as Oniverse (Calzedonia, Tezenis, Intimissimi), IESE Business School, and Getir, Carla Carvajal has a global professional background that has led her to lead teams in markets like Italy and Brazil. She is currently based in Barcelona and is a member of the TOUS executive committee. She holds a degree in Economics from Universitat Pompeu Fabra and an MBA from IESE Business School.

CEO and Creative Director of Naifactory Lab, a transdisciplinary creative studio specialized in eco-design strategies and sustainable solutions to promote a circular economy within the creative industries. An architect interested in cross-disciplinary approaches; he constantly seeks different sources to fuel his creativity. From his studio-laboratory, he merges science and design to explore new paths that facilitate the transition to a circular economy and contribute to building a fairer, more supportive, and sustainable society.

Director / Store Concept Design & Experience at TOUS. A leading architect in the retail sector, he combines his passion for spatial design with art.

Visual Merchandising Manager. Fashion Retail expert with over 20 years of experience in national and international markets.

Creative specialized in art direction, with a background in the fashion industry. Fashion editor at Herdes Magazine and director of BLEND Showroom. Currently leading the new artistic vision for the brand Ágatha Ruiz de la Prada. A creative approach that he combines with teaching.

Francesca analyzes context and the present from different perspectives: the media, creative research, and education. Through communication, she maps contemporary trends at Tendencias.tv, a platform she co-founded with friends in 2006 that now operates as an online space and content producer. In the realm of creative research, she collaborates with projects, companies, and initiatives in providing strategic creative advice for the future.