Students from the Master in Retail Design and Parsons create a new shopping experience

23 Nov 2021

Students from the Elisava’s Master in Retail Design have collaborated with students from The Transdisciplinary Design programme at Parsons School n New York to conceptualise a new experience called “phygital”.

The two-part ‘Phygital Experience-Spatial Stories’ project aims to merge the digital with the physical in order to further empathise with the consumer and deliver a unique story in line with current trends in the retail world. First, students will share and analyse ideas and then conceptualise the brand to develop the project. Next, they will generate a storytelling and look for the ideal place for the project in order to design it according to the ‘Phygital’ trends. Finally, they will present the work.

An example of the results of this project is ‘El Príncipe’, which aims to create a multidisciplinary space aimed at the population of the Little Haiti neighbourhood in Miami. The goal is to create a ‘phigytal’ shopping experience where consumers can collaborate to understand the community and its behaviour with the intent of preserving Haitian culture and creating an educational and fun experience through workshops and events.

Elisava’s Master in Retail Design is aimed at professionals who want to acquire a complete knowledge in the field of retail design, dealing with both theoretical and practical cases so that students leave with the maximum preparation and ability to work with the most demanding companies in the market.

Parsons Transdisciplinary Design MFA is a social and design programme to develop creative practices to address emerging and complex challenges. With a creative, collaborative and forward-looking approach, students push the boundaries of design practice, discovering innovative ways to create social change.

Model of the project space