1. A CRASH COURSE ON CREATIVITY
ASSIGNTMENT #2
Are you paying attention?
Giovanna Trindade Pastorelli
Santo André, São Paulo, Brazil
2012

2. All the stores here are in Patio Higienopolis Mall ( São Paulo, Brazil) and
all the stores didn’t allow taking pictures inside of them, so I just took pictures of
the front of the store.
STORE 1- ANIMALE
In this store I saw that the prices are so hard to find (even the
salesperson found difficulty to find). I also noticed that there were few clothes of
each type, what, in my opinion, makes the store look like a hurricane passed
there, I didn’t like it!

3. STORE 2 - BILLABONG
The music and the decoration made me feel like I was on the beach, I
liked it! One curious thing I saw was “for sale” items near the cash register,
strategically, to force (unconsciously) the consumer.
STORE 3 – CONTÉM 1G MAKEUP
What I liked on this store, and the first thing I saw, was the uniform of the
salespeople that was nothing more than a black t-shirt and a black pant… when
we say it sounds like normal, but it makes do much difference, the attention is
100% on the product.

4. STORE 4 - SWAROVSKI
It was the most striking and shining store, all the decoration was beautiful
and it got my attention for so many times!
I love the lights under the shelves at the showcase… it took a special
attention to the products.
STORE 5 - BURBERRY
There’s just one little thing that got my attention on this store: All the
products were many little displays, what made the costumer walk around all the
store and see more products than a normal store.

5. STORE 6 - ADIDAS
I loved the decoration of
this store, it really matches with
the sport theme of the brand…
the draws on the wall made all
the store look like was in
movement all the time, I really
liked it, and I’ve never saw a
store with so many draws and
with so many colors!

6. STORE 7 – ANY ANY
This store of pajamas
made me feel like I was in my
closet, I felt so much
comfortable on it!
Other aspect that I
noticed was the color of the
store that was blue, it is a
calm color that (in my opinion)
helps the store to sell more.