Any alteration project begins with a series of key concepts.
Remembering what they mean ensures that we will know what we are talking about when we speak of:
ARCHITECTURE
“Architecture is a wide concept because it embraces the whole environment of human life: we cannot escape from architecture while we are part of civilisation since it represents the whole of modifications and alterations carried out on the earth’s surface with the exception of pure desert” William Morris
RETAIL ARCHITECTURE
The architecture of retail premises contributes an added value, setting out the difference from the competition and putting across the self-image a business wants to give. Carefully created architecture offers the opportunity to incorporate abstract concepts such as brand values and to evoke sensations through design, just as advertising does. Architecture then becomes a means of communication with customers; a fundamental element in putting across corporate identity.
BRANDING
Branding refers to the process of creating and managing a brand. It is a discipline arising from the need to manage strategic concepts lasting longer than communication campaigns. The value accumulated by a well-managed brand over time in interactions with its market is called brand equity.
CONCEPT CREATION
Creating the concept of a business involves interpreting customers' dreams and shaping them into architectural and graphic design. This makes it possible to position a business in the market and to achieve customer recognition.
DESIGN
Design is defined as a preliminary process of mental configuration in search of a solution. Etymologically, it derives from the Italian term disegno: drawing, plan, the graphic representation of a future vision. Design largely requires functional and aesthetic considerations; that is, numerous phases of research, analysis, modelling, adjustment and adaptation before the final production of the object. In his book Philosophy of design, the contemporary philosopher, Vilém Flusser, suggests that the future depends on design.
MULTIMEDIA DESIGN
Multimedia design combines a multitude of communication tools (texts, icons, photographs, animations, videos, music...), allowing users to choose the actions they want to carry out. This possibility of generating interactivity is the great difference from graphic design, making it possible to plan for possible responses from the public. Some applications of multimedia design are: 2D and 3D animations, interactive presentations, websites…
STRATEGY
Retail strategy includes the analysis and selection of markets, the establishment of retail targets and the combination of marketing instruments (product, price, distribution and promotion). Meanwhile, corporate strategy is the action plan defining the scope of the business, based on the sector and market it is competing in.
SHOPPING EXPERIENCE
All customers have what is called a "shopping experience" when they are shopping in an establishment. For a business, the most important thing is to work to make the experience a positive, different one and to provide the customer with added value. This will ensure a favourable reaction from customers and will make them prefer that establishment to the competition.
VISUAL IDENTITY
Visual identity is the physical manifestation of the brand. It is developed through a carefully studied, planned design programme translating the character of the store and providing it with its own well-differentiated visual image. It must communicate the values of the business and be easy to remember. To ensure that messages are coherent, it is essential to include the lines of the identity in a corporate manual.
ILLUSTRATION
According to Martínez Moro, in La ilustración como categoría, graphic illustration belongs to a sphere of image creation that includes two factors that have revolutionised modernity: information and visual communication. Illustration is applied in various spheres (technical, advertising, publishing...) as a manifestation of an explicit desire to communicate through visual images, giving an idea personality, character and humanity.
LOGO
A logo is a graphic design used to denote the symbol of a brand, its name or both things together, and it is used by businesses and organisations to make sure their brands are easy to identify and quickly recognised. A logo is an abbreviated message containing all the brand values.
BRAND
A brand is a verbal name, a distinctive graphic or a combination of the two intended to provide differentiation in the market. The brand usually has connotations of the "promise" of a product or service, distinguishing it from competitors and making it special and unique. For this reason, marketing managers try to give products a character and an image through the brand. A retail brand not only makes it possible to identify goods or services, it also represents the prestige of its manufacturers.
MARKETING
According to Philip Kotler (considered to be the father of marketing), it is "the social and administrative process through which groups and individuals meet their needs to create and exchange goods and services". However, there are other definitions, such as the one declaring marketing to be the art or science of meeting customers' needs and, at the same time, making profits. Marketing involves studies and strategies covering the market, sales, positioning, etc. It is frequently confused with the term advertising, but this is, in fact, only one marketing tool.
MERCHANDISING
Merchandising includes all activities carried out at a point of sale intended to confirm or change purchasing behaviour in favour of the most profitable items for the establishment. It includes all the retail studies and techniques making it possible to present the product or service in the best physical and psychological conditions to the final consumer. The basic aims of merchandising are: to attract customers' attention and to direct them towards the product, and to make the action of purchasing easier.
RETAIL FURNITURE
All the equipment in a store making it possible to display and exhibit products in the most attractive way possible. This is a very effective tool to establish communication between the customer and the retailer and it is essential to facilitate and promote sales.
NAMING
Without a name there is no brand. This is why naming - the discipline in charge of creating the brand name - is so important. That name will reflect the values of the business, its character and its dreams and it will make it distinguishable from its competitors. The brand name is fundamental for achieving customer loyalty and it symbolises a guarantee.
POSITIONING
Positioning refers to a brand's 'place' as mentally perceived by customers. Positioning is a fundamental marketing principle showing the brand's essence and philosophy, as what is done with the product is not the end of the story, but rather a means to access and work with the consumer's mind.
Remembering what they mean ensures that we will know what we are talking about when we speak of:
ARCHITECTURE
“Architecture is a wide concept because it embraces the whole environment of human life: we cannot escape from architecture while we are part of civilisation since it represents the whole of modifications and alterations carried out on the earth’s surface with the exception of pure desert” William Morris
RETAIL ARCHITECTURE
The architecture of retail premises contributes an added value, setting out the difference from the competition and putting across the self-image a business wants to give. Carefully created architecture offers the opportunity to incorporate abstract concepts such as brand values and to evoke sensations through design, just as advertising does. Architecture then becomes a means of communication with customers; a fundamental element in putting across corporate identity.
BRANDING
Branding refers to the process of creating and managing a brand. It is a discipline arising from the need to manage strategic concepts lasting longer than communication campaigns. The value accumulated by a well-managed brand over time in interactions with its market is called brand equity.
CONCEPT CREATION
Creating the concept of a business involves interpreting customers' dreams and shaping them into architectural and graphic design. This makes it possible to position a business in the market and to achieve customer recognition.
DESIGN
Design is defined as a preliminary process of mental configuration in search of a solution. Etymologically, it derives from the Italian term disegno: drawing, plan, the graphic representation of a future vision. Design largely requires functional and aesthetic considerations; that is, numerous phases of research, analysis, modelling, adjustment and adaptation before the final production of the object. In his book Philosophy of design, the contemporary philosopher, Vilém Flusser, suggests that the future depends on design.
MULTIMEDIA DESIGN
Multimedia design combines a multitude of communication tools (texts, icons, photographs, animations, videos, music...), allowing users to choose the actions they want to carry out. This possibility of generating interactivity is the great difference from graphic design, making it possible to plan for possible responses from the public. Some applications of multimedia design are: 2D and 3D animations, interactive presentations, websites…
STRATEGY
Retail strategy includes the analysis and selection of markets, the establishment of retail targets and the combination of marketing instruments (product, price, distribution and promotion). Meanwhile, corporate strategy is the action plan defining the scope of the business, based on the sector and market it is competing in.
SHOPPING EXPERIENCE
All customers have what is called a "shopping experience" when they are shopping in an establishment. For a business, the most important thing is to work to make the experience a positive, different one and to provide the customer with added value. This will ensure a favourable reaction from customers and will make them prefer that establishment to the competition.
VISUAL IDENTITY
Visual identity is the physical manifestation of the brand. It is developed through a carefully studied, planned design programme translating the character of the store and providing it with its own well-differentiated visual image. It must communicate the values of the business and be easy to remember. To ensure that messages are coherent, it is essential to include the lines of the identity in a corporate manual.
ILLUSTRATION
According to Martínez Moro, in La ilustración como categoría, graphic illustration belongs to a sphere of image creation that includes two factors that have revolutionised modernity: information and visual communication. Illustration is applied in various spheres (technical, advertising, publishing...) as a manifestation of an explicit desire to communicate through visual images, giving an idea personality, character and humanity.
LOGO
A logo is a graphic design used to denote the symbol of a brand, its name or both things together, and it is used by businesses and organisations to make sure their brands are easy to identify and quickly recognised. A logo is an abbreviated message containing all the brand values.
BRAND
A brand is a verbal name, a distinctive graphic or a combination of the two intended to provide differentiation in the market. The brand usually has connotations of the "promise" of a product or service, distinguishing it from competitors and making it special and unique. For this reason, marketing managers try to give products a character and an image through the brand. A retail brand not only makes it possible to identify goods or services, it also represents the prestige of its manufacturers.
MARKETING
According to Philip Kotler (considered to be the father of marketing), it is "the social and administrative process through which groups and individuals meet their needs to create and exchange goods and services". However, there are other definitions, such as the one declaring marketing to be the art or science of meeting customers' needs and, at the same time, making profits. Marketing involves studies and strategies covering the market, sales, positioning, etc. It is frequently confused with the term advertising, but this is, in fact, only one marketing tool.
MERCHANDISING
Merchandising includes all activities carried out at a point of sale intended to confirm or change purchasing behaviour in favour of the most profitable items for the establishment. It includes all the retail studies and techniques making it possible to present the product or service in the best physical and psychological conditions to the final consumer. The basic aims of merchandising are: to attract customers' attention and to direct them towards the product, and to make the action of purchasing easier.
RETAIL FURNITURE
All the equipment in a store making it possible to display and exhibit products in the most attractive way possible. This is a very effective tool to establish communication between the customer and the retailer and it is essential to facilitate and promote sales.
NAMING
Without a name there is no brand. This is why naming - the discipline in charge of creating the brand name - is so important. That name will reflect the values of the business, its character and its dreams and it will make it distinguishable from its competitors. The brand name is fundamental for achieving customer loyalty and it symbolises a guarantee.
POSITIONING
Positioning refers to a brand's 'place' as mentally perceived by customers. Positioning is a fundamental marketing principle showing the brand's essence and philosophy, as what is done with the product is not the end of the story, but rather a means to access and work with the consumer's mind.
