Observation assignment for tina Seelig's Crash Course on Creativity

1. See the Unexpected
Hal Louchheim
October 30, 2012

2. 3 Markets; 3 High Tech
• With the broad spectrum of products and colorful
packaging, food markets create a visual overload
in which customers try to focus on what they
came to find– or be attracted to “glittering”,
impulse items. Thus, many design elements can
be overlooked while others are strictly functional.
• Lead by Apple’s example, the high tech stores
attempt to be cool expressions of the brand. One
“experiences” these environments almost as one
does the devices themselves.

3. Cut out cows…
• Here’s the scene referred to in Tina’s book– inGenius page 71.
(Sorry about the focus.) I had been shopping there for years,
without “seeing” the farm scenes.
Biancini’s Market, Ladera, CA

4. Mirrors
• With all the products on the shelf, it seemed a bit strange to
have mirrors that extend the shelf and add visual confusion.
Might be a slick design touch in a clothes store.
Safeway Market,
Menlo Park, CA

5. Fake windows
• To enhance “feel” of a street market, we have fake windows
overlooking the marketplace inside the market– along with
ventilation ducts…
Sigona’s Farmers Market,
Stanford Shopping Center, CA

6. SONY Revival?
• Slick and spacious, SONY displays an
array of new products in a setting
denoting high-tech quality and
sophistication. Service people in
abundance are eager to
demonstrate the products
Stanford Shopping Center, CA

7. A “rotting” Apple?
• Once the standard of cool, Apple now
looks somewhat dated compared to its
enlivened competitors. Crowded and
noisy inside, some service is delivered
at table outside.
Apple, Stanford Shopping Center, CA

8. Highest Tech Experience…
• Big surprise– Microsoft has created something with real style. Incredible,
ever-changing environment where the side “walls” display products,
landscapes and whimsy. Places to sit and explore new products. About 3x
the size of Apple Store– one door down the mall.

9. Wow…
Almost theater-in-the-round.
Don’t blink, you’ll miss the changing scene Microsoft, Stanford Shopping Center, CA