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By Virtuts Saez Nieto

Observation Lab

Shops in Centelles (Barcelona, Spain)

A Crash Course on Creativity

Professor Tina Seelig, Stanford University

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Centelles, 7000 inhabitants

At 65 km in the north from Barcelona direction Pyrenes MountainsMediterranean city with commercial structure consisting of the stores are in the

center but also present in all areas

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Report performed on Sunday morning

(Unlike other cities, in Centelles, the shops open on

Sundays).

This day was a very windy day.

ere are wo e supermar e s.

The other establishments are commercial establishments.

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Shop 1. Sport Trops

Its a sports store.

When I entered the store, it drew me in

because the doors were open.

Products were exposed on the outsidethat caught my attention.

The appearance was orderly.

The logo is in the glass window of the

store, but It does not obstruct theinside display showcase products

throught the window.

The outdoor sign tells us that the

establishment is sporty.

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The store is warm.

The establishment combines two colors:

earthy yellow and blue.The ceiling is high. It is well lit. It is on the

same color that the walls. The same colors

are integrated on the walls.

The wood floo combines the two colors.

There is music inside the establishment.

The merchandise is well laced and

organized. It highlights products thatare offered.

It is spacious and comfortable, and

inviting to walk through and see the

different products. The store is

crowded with merchandise.It smells like plastic. The cash

register is located in the middle of

the store.

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The first contact with the store personnel

was immediat. There was a person on the

outside who accompanied me inside thestore. Inside the store, there was another

person.

The ratio of salespeople to customers was

1:1.There were a woman and a man, both

aged 40-45.

, , .

located at the entrance to the store. The products are placed in categories or by function.There were not samples.

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Shop 2.

Merceria AngelinaWhen I entered the store the

sideboard was attractive.

The door was locked, because it was

a windy day. This establishment is ahundred years old.

The interior is small, and it looks busy.

Inside, it is comfortable.

The lettering is on the glass door, in black

color and italics.

The lettering informs us about the nameof the founder of the establishment.

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Inside I see underwear, clothes, threads, haberdashery, sewing, etc.The floor of the building is original, from the early twentieth century, in the form of a

honeycomb.

The wood is used in interior walls with red-maroon paint. The ceilings are high. It is well lit,

brightly.

There is no music in the store. In Spain there is a very expensive rate for playing music.

The store was hot

The store is crowded with merchandise. There is no distinctive smell. The cash register is

located on the table where it serves the public. We could take a long time in the store

because there are many possibilities of products to buy. The stablishment it's a little small.

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Shop 3.

Cafeteria de la PlaaThe cafe is located in the town square. It's in a

medieval building, in what were once the

stables for the horses. Therefore, the ceiling is

rounded, dome-shaped and low. The decor iswood. The logo is displayed on the mirrors,

towels and clothes of the waiters , and in the

sugar packets, etc.

This cafe has been o ened for 25 ears. The also sell coffee to customers. It has three arts: a

bar, a lounge for coffee and in the back cabinets and sinks. In the square outside there are chairsand tables, but that day was very windy and there was nobody outside.

The cafe smells like coffee. There is little light inside, and there's always music and television has

not sound, turned off. The noise you can hear is the sound of the coffee machine and

sometimes of people talking.

The cash register is located at the end of the bar where it serves the public. The staff is usuallyless than the number of clients, in a 1:3 ratio. The owners are all about 40 years old. The waiters

are young but very attentive. They ware an uniform with the logo of the cafe. At eye level,

behind the bar, there are bottles but also glasses and cups. The products are arranged by

categories: liquors, tea, coffee, etc. There are no samples. There are no products available. They

must be served. Near the cash register you can find new products, gums and candy boxesexposed like merchandise.

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Shop 4. Casa Esteve

This store is really attractive.

Recently renovated, it has grey tones

throughout.

Perhaps it is a bit dark, but it is great

walking through it because it is full of

delicatessen products that you dont

find other places.

Their windows are very attractive and

original.

The name of the establishment is located at eye level, between the door and the

window. The personnel of the store each wear white coats, which is always very clean.

The store is a bit cold, but it has to be because there is fresh food.

There is no music or noise inside.The merchandise is very well organized, classified by products: nuts, olives, beverages,

preserves and cheeses.

There are usually three people in the establishment: the mother, the son and a worker.

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They are very attentive and suggest new

products to customers. The cash registeris placed behind the serving bar in the

corner, to serve the public.

The most expensive products are not

accessible but visible.

The prices of the products are not

visible, but at the entrance there is a

stand with offering and help for

customers with recipes for cooking

products. Customers can come in

and buy products they had not

planned to buy.

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Some products may be touched by thecustomers, but only those which can

not be harmed by touching.

Customers usually go alone to buy and

the prices are a little expensive.

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Shop 5. Barnolas

PharmacyThis is a drug store that is usually open. Today

was windy and thet have closed. The doors In

the pharmacy you are comfortable. It smells

like drugs. It's wide. It is divided into one partwhere it serves the public, and another part

where blood pressure is measured in private,

and finally a drug store.

It's well lit, which helps with the

products perception.

The ceiling is high. There are no noises,

only customer conversations withemployees.

It is a bit cold.

The merchandise is ordered andcrowded.

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The cash register is located in the middle of the table facing the public. The environment

influences the perceived value of the merchandise.

The sales personnel initiates contact immediately. The ratio of salespeople to customersis 1:1

The salespeople have uniform. They match the stores image in the uniform.

The first products that I noticed were toothpaste and vitamins.

There is a central display table with featured products.

Products, in the area of public attention are arranged by function, but inside the

establishment, by alphabetical order.

The products at eye level are

parapharmaceutical products.

The product located at the

least accessible location is

baby food .

The most expensive products

are cosmetics.

The least expensive products

are strips and bandages.

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Prices are not easy to find. You can only see prices exposed in promotion and in sales

products.

Customers are families or elder people, who need all of those tips and advice. They

are couples with little children or retirees.

When customers enter the store, they tend to walk in the same direction.

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Customers can touch some of the

products.

All of the products are protected.

All the customers visit the

establisment seeking advice. They

have a need, a question about their

health or about taking care of

themselves.

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All the customers purchase products in the store because they have a need.

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I have not had time to do the 6 stores because I worked every day including

the week-end and my days are very long.

I visited five stores, but the drug store had two parts. So make six.

THE ASSIGNEMENT

I was surprised to realize these stores details. I visit them frequently, but I had

not seen everything until today.

Paying attention is important. I have discovered in the stores colors, structures,decorative elements, and materials that I had never noticed before this

assignment. To observing and to paying attention can generate new

opportunities.