Gucci Luxury Fashion Exhibition/Gallery Pamplona, ES Apr 2019

Author: María Gorostiaga. Academic Advisor: Javier Antón ABSTRACT This thesis consists in a holistic project of service design. It covers the concepts, methods and resources used in this particular field of knowledge to present a new and creative experience in the field of fashion and shopping. It takes into account different touchpoints that merged in, and builds on the idea that the best way to implement a good experience of a user in any service is by means of designing, planning and controlling the processes. Considering the customer on the center of the study, this thesis will analyze and propose a successful user experience, based on a strong and attractive interaction between the brand and the user’s needs and longings. This experience is usually based on a system of distributed tools, applications and channels which are often activated by the user in a non-linear way, making the process alive and not always predictable. Taking this into account, the thesis will delve especially into the spatial strategies for fashion stores with the aim of rethinking and offbeating the approach to retail design in this particular field. Along with service design methodolgy, this paper turns out with a new concept that derives from users research, spatial archetypes. Spaces designed not only from the architectural point of view, but also considering the space regarding to the whole shopping experience. Service design creates personas according to the common characteristics of service users and then understands the value and the nature of relations between people, between people and things, and between people and brands, to be able to offer a personalized service that rewards each client experience. Spatial archetypes are completely user-centred design, abstract modules designed to be experienced by a specific archetype. This is meant to change how a store has been understood until now, moreover how should it be experienced.