The course aims to get closer to the world of retail and learn about its current situation through visual merchandising and window dressing. With a mainly practical approach and workshop activities, students will be able to get involved from an experiential and participatory point of view through different practical exercises carried out in class.
All the necessary actions to be carried out at the point of sale will be analyzed to achieve a correct implementation of the visual merchandising, both at its internal and external disposal. The different animation techniques used in the commercial space will also be analyzed. The current creative panorama of window dressing will be reviewed with an international vision, analyzing the needs, objectives, typologies, compositions, and conceptual approaches.
During the course, students will design, produce, and implement a shop window at a focal point of Elisava’s facilities.
Merchandising and window dressing are currently key tools to reach the new, more experienced, demanding, and informed consumer. The merchandiser and the shop window must know how to manage the increasingly saturated and more competitive commercial spaces, through the different specialized tools to make the consumer choose us, while enhancing the brand image.