This week's assignment is done individually. We had to go to at least 6 different stores. They could be at the same shopping center or different locations. Spend at least 15 minutes in each store making OBSERVATIONS using the lab guide for reference. Took photos to capture our observations. Then create a presentation that captures our INSIGHTS and HIDDEN OPPORTUNITIES. What types of things had we missed before? What were our biggest surprises? Are there opportunities hidden in plain sight?

1. Stanford University
Esfandiar Khaleghi
Biomedical Design
Engineer
s
www.esfandiar.co
A Crash Course on Creativity
Professor Tina Seelig, Stanford University
Assignment 2.
Are You Paying Attention ?

2. I’m not a shopaholic person and I usually don’t have time to spend my times for
window shopping, and I commonly order my stuff from the brands websites or online
shops such as amazon.
But, whenever I have time to go and walk, I would take my time to go to the stores
which really gives me a huge energy and motivate me and mostly the following shops
are in my top 10 stores to visit.
Hence, I decided to go Oxford Street in central London and do this research in those
shops.

3. Apple Store
I can not remember the last time which I passed from an Apple Store and
didn't go inside. It may be due to the same DNA of design within all Apple
Stores which could absorb me.
Apple Store
Regent Street
Apple Store
Regent Street 235 Regent Street
London, Greater
London W1B 2EL
Apple Store Apple Store
Brent Cross White City

4. Apple Store
Apple Store
Regent Street
235 Regent Street
London, Greater
By the help of using Glassy Interior Design you can easily find the department London W1B 2EL
which you are looking for as well as enjoying the effect of lights and LCDs
shadows on the glasses. Simple Stylish and Luxury in-store design.
So, this simple structure absorb my attention for any offering products,
promotions and all available products, accessories and services in one site.

5. Apple Store
Everything are organized and you
can easily understand which section
you are going to go. Am I there to
purchase something new ?, Do I
have a problem with my apple
product and I should go to Genius
Bar ?, DO I need any help …. ?
Apple Store
Regent Street
235 Regent Street
London, Greater
London W1B 2EL
Whenever I felt any help, I can easily
inform the nearest specialist via the
iPad which are all over the tables
and I can raise a request for a person
to help me or I can easily come and
enjoy apple products without any
problem.

6. Apple Store
The good things about Apple Stores
is that it’s absolutely no string
attached to you. No body would
come and harass you and push you
to purchase with the silly and
annoying “May I help you?” question
… ( I'm just looking :D )
Apple Store
Regent Street
235 Regent Street
London, Greater
London W1B 2EL
If you need help you can easily ask
the Blue Shirt staff who have a May I
Help You message on their shirts or
easily through monitors which are
designed like iPad that you can
access to the nearest relative staff to
come to you based on your help.

7. Apple Store
The other good things is that I never experienced
to hear an alarm in apple store .They use stylish
anti-theft alarm rather than bulky one in other
stores which always their alarms annoy every
customer.
Apple Store
Regent Street
235 Regent Street
London, Greater
London W1B 2EL

8. Apple Store
I never ever forget the time which I purchased my iPad 2 and I stayed in
the queues for a while. Then, after my purchase and I when I wanted to
leave the shop, surprisingly all of the apple staff started to handclap and
that experience is still in my mind…
Apple Store
Regent Street
235 Regent Street
London, Greater
London W1B 2EL
To sum it up, the simple DNA of Apple design are in both their products
and their stores. Simple, User Friendly and Stylish by the help of pure
Glassy materials, aluminum and in white and black color.

9. Carphone
Warehouse Ltd.
272-274 Oxford St.,
London, Greater
London W1C 1DU
I never enjoyed of Carphone Warehouse and I usually don’t go and shop in
person though their stores. Although, their customer service are so good,
I always preferred to buy from their website and not in their stores.

10. Carphone
Warehouse Ltd.
272-274 Oxford St.,
London, Greater
London W1C 1DU
My main reason is their messy design. Most of the phones are dummies and
the real models have been attached to bulky anti-theft alarms which not only
so sensitive and would be easily activated, but also you can not sense the
weight and look of the phone. Also, their staff are usually annoying me with
their comments and offering the contracts and …

11. Although I usually don’t buy Nike products on my regular bases but I
commonly go and visit Nike Town Store London whenever I’ll be around as
it always motivate me and give me energy, beside their motivative Logo as
a tick and great slogan of Just Do It….
Nike Town
London.
236 Oxford Street
Marylebone, London
W1C 1DE

12. Carphone
Warehouse Ltd.
272-274 Oxford St.,
London, Greater
London W1C 1DU

13. Zara stores, are kind of shops that absorb me as well. Their doors always are
open and Casual, Fashion and Smart sections are divided. You can easily
find your desired location within a second. The great music is in
background, and good perfume smell are around.
Zara UK Ltd.
London.
333 Oxford Street,
Mayfair, London
W1C 2HY

14. Zara UK Ltd.
London.
333 Oxford Street,
Mayfair, London
W1C 2HY

15. John Lewis, is those kind of chain stores which I go and visit them on a
regular base. Not only they cover various brands which are organized
based on their section and overall prices. JL has always has a big store with
several levels that cover different sections and you can easily choose your
required section based on the floors and you would find whatever you want
on that floor. The security guard would welcome you on the entrance and
wishing you the best on exit.
John Lewis
300 Oxford Street
London, Greater
London W1A 1EX

16. John Lewis
300 Oxford Street
London, Greater
London W1A 1EX

17. BMW i is a brand new section of the BMW AG which consist of design teams
that has a new approach of thinking like me. We decided to rather than
opening a dealership, open and store and let people to come along and
visit us and know more about our design philosophy and technologies. Non
of the store team are from sales department and they do not offer any
purchase or lease, If you are interested to purchase you are more than
welcome to walk for a minute and go to next store which is our dealership
but here you are only o visit.
BMW i London
77 Park La, Mayfair,
London W1K 7TP

18. BMW i London
77 Park La, Mayfair,
London W1K 7TP

19. Although, we have only few of
these conceptual cars but the
people are happy to have a test
drive of whatever car they want.
With this strategy million of visitors
walk in during Summer Olympic
London 2012 and enjoyed stay in
the BMW I store which was BMW i London
amazing record fir us.
77 Park La, Mayfair,
London W1K 7TP

20. Thank for your
attention.
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