Elisava and The Hood launch an academic and professional space for Retail Design students


Elisava presents Retail Lab, a new project aimed at students of the Master’s Degree in Retail Design, which will work hand in hand with The Hood, whose new concept will soon come to our country. It proposes a new combination of retail and leisure with the world of art and culture with the aim of reinventing the traditional concept of the sector.

The resulting spaces seek to promote, with the help of Retail Design students, the idea of neighborhood and community through proposals that combine culture and commercial activity in a creative and innovative way. This proposal comes from Ivan Moreno, director of operations at The Hood, and Rut Martín, creator of the concept The Hood Amadora in Lisbon, professor of the Master's Degree in Retail Design and innovation manager at Elisava's Retail Lab.

Retail Lab by Elisava is a space that was born from the Master’s Degree in Retail Design to respond to the need for innovation and to unify high academic profiles with retail companies. In this format, we offer advice that ranges from the analysis of trends and new technologies applied to Retail, to the conceptualization and creation of strategies related to Corporate Social Responsibility and positioning, as well as the relative alignment of the brand with international agendas.

Likewise, window dressing, the study of Marketing and Commerce strategies, the prototyping and application of new materials in the market or consulting and feasibility studies regarding the sustainability of processes will also be addressed.

Experimental model and new synergies in Retail Design

The collaboration is an experimental model that intertwines the academic and professional world with the desire to establish new synergies in the field of retail design. Thus, the students involved in the project, which will be launched in the next course of the Master’s Degree in Retail Design of Elisava (from March 2021), will obtain knowledge directly from the current professional environment.

In this context, they will have the possibility of working in store design, trend analysis, development of digital experiences or the search for sustainable solutions, as well as offering consultancy to different brands. For their part, The Hood retailers will have access to a young, fresh and disruptive perspective from the Master's students.

The final objective is to work together in the creation of tools that allow the implementation of original ideas and new projects, using the new platform to test ideas and put them into operation. In other words, the creation of more dynamic spaces from the interaction between students and traders.

Exchange of value and work on real cases

The Hood wants to become a reference in the field of innovation and seeks to create a catalytic environment where the academic and commercial aspects generate reciprocal value. According to Carmen Malvar, director of the Master's Degree in Retail Design at Elisava, "in the past, students had the opportunity to work with different brands, but only at the end of their academic journey. In this new edition of the Master’s Degree, in collaboration with The Hood, the joint work between students and brands will be developed throughout the course, allowing for experimentation and field work at all stages of learning".

Retail Lab by Elisava also includes The Catalyst, a space that hosts a small group of students selected to develop design and innovation projects; a meeting place between clients and professionals from various disciplines that will allow students to learn first-hand about the sector and work on real projects.

Incubator of innovative projects 

In March 2021, with the start of the Master's Degree in Retail Design classes, the Retail Lab will already be functioning as an incubator that will allow the students of this programme to develop innovative and original projects within the retail sector and under the brands of The Hood. 
The Hood plans to open its first three centers (in Madrid, Barcelona and Palma de Mallorca) during 2021; and another three (in Valencia, Bilbao and Malaga) in 2022.

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