Retail design : a reconversão de uma Loja IKEA
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Data
2019
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Resumo
Nos últimos anos temos assistido a uma grande mudança no mundo Comercial.
As alterações aos conceitos de marketing e publicidade, com o aparecimento das redes
sociais e a venda on-line, criaram novas necessidade e maior pressão nos espaços
físicos das marcas. É assim necessário perceber o que é o ‘Retail Design’ e como este
pode influenciar, tanto positivamente como negativamente, as vendas de uma marca.
Através da definição do que é ‘Retail Design’, olha-se para o caso da marca
IKEA, que tem vindo durante anos a fortalecer o seu conceito e expandindo-o
internacionalmente. Tenta-se assim perceber qual o papel da arquitetura num espaço
comercial e, qual a sua com o conceito da marca. Para isso estuda-se o que é uma Loja
IKEA e quais as suas características. Ao analisar a marca percebe-se, que esta também
se encontra num tempo de mudança e que o seu conceito de loja e negócio está a
evoluir, assim as suas lojas são pensadas para atingir mais pessoas, e estão cada vez
mais concentradas nos meios urbanos.
Ao entender esta questão encontra-se novos tipos de lojas, mas levanta-se a
problemática da existência de lojas com tamanho inadequado para o número de
visitantes. Propõe-se alguns pré-requisitos e exemplos do que estes espaços se podem
tornar num futuro próximo.
A presente dissertação estrutura-se assim em quatro capítulos, sendo o primeiro
baseado numa revisão bibliográfica que nos permite entender o que é o ‘Retail design’,
e os seguintes são a observação pratica do que é a marcar IKEA e de como o seu
conceito se está a tornar mais abrangente. O seu objetivo não é desenvolver um projeto
com soluções, mas sim tentar criar uma metodologia que ajude em futuras reconversões
de espaços comercias.
In recent years we have witnessed a major change in the Retail world. Due to alterations on the concepts of marketing and advertising, derived from the arising of the social medias, and on-line sales, there is a need to create a new kind of physical spaces for the brands. It is necessary to understand what the ‘Retail Design’ architecture is and what can architecture contribute and influence both positively and negatively in a sale for a brand. Through the definition of what is Retail architecture, and study an IKEA, a brand that have been for years strengthening there one concept and expanding internationally. tries to understand what the role of architecture in a commercial space and what the relationship between it and the concept, for this study is what is a store and IKEA and what its characteristics. By analysing the brand, we realize that it is in a time of change and that its concept of store and business is evolving, so its stores are thought to reach more people, and this is increasingly concentrated in urban environments. In understanding this problem is found new types of Stores, but also raises the problem of the store that exist and does not have a size suitable for the number of visitors. It’s proposes some prerequisites and examples of what these spaces may become in the near future. The present dissertation is structured in four chapters, the first is based on a bibliographic review that allows us to understand what ‘Retail design’ is, and the following are the practical observation of what is IKEA brand and how its concept is becoming broader. Its objective is not to develop a project with solutions, but to try to create a methodology that will help in future reconversions of commercial spaces.
In recent years we have witnessed a major change in the Retail world. Due to alterations on the concepts of marketing and advertising, derived from the arising of the social medias, and on-line sales, there is a need to create a new kind of physical spaces for the brands. It is necessary to understand what the ‘Retail Design’ architecture is and what can architecture contribute and influence both positively and negatively in a sale for a brand. Through the definition of what is Retail architecture, and study an IKEA, a brand that have been for years strengthening there one concept and expanding internationally. tries to understand what the role of architecture in a commercial space and what the relationship between it and the concept, for this study is what is a store and IKEA and what its characteristics. By analysing the brand, we realize that it is in a time of change and that its concept of store and business is evolving, so its stores are thought to reach more people, and this is increasingly concentrated in urban environments. In understanding this problem is found new types of Stores, but also raises the problem of the store that exist and does not have a size suitable for the number of visitors. It’s proposes some prerequisites and examples of what these spaces may become in the near future. The present dissertation is structured in four chapters, the first is based on a bibliographic review that allows us to understand what ‘Retail design’ is, and the following are the practical observation of what is IKEA brand and how its concept is becoming broader. Its objective is not to develop a project with solutions, but to try to create a methodology that will help in future reconversions of commercial spaces.
Descrição
Orientação: Bernardo de Castro Norton Vaz Pinto
Palavras-chave
MESTRADO INTEGRADO EM ARQUITETURA, ARQUITETURA, SETOR RETALHISTA, RECONVERSÃO ARQUITETÓNICA, IDENTIDADE, IKEA, ARCHITECTURE, RETAIL SECTOR, BUILDING RECONVERSION, IDENTITY, IKEA