Escuela Superior de Escaparatismo,
Visual Merchandising, Diseño e Imagen
Curso | Cualificación profesional
European expert on window dressing & visual merchandising
Implantación y animación de espacios comerciales
curso

The European expert on window-dressing and Visual Merchandising course prepares you to be a professional capable of developing global projects related to the sale in commercial areas. The training program gives you the tools to improve your attitudes and professional skills, as well as your theoretical and technical capabilities.

The professional profile of the window-dressing and visual merchandising is of great importance for companies since it is responsible for the image and the visual positioning of the brand, from the creation of the showcase, distribution and implementation of product, the environment, the atmosphere of the space to the strategies and the point of sale marketing actions. It is also able to develop projects of ephemeral architecture, stands, scenography and Museology as well as event management.

Ártidi forms passionate and creative professionals able to change the consumer’s perception,at the same time than looking for innovation to achieve the positioning of the brand and an increase in sales.

The SQA is an exclusive course consisting of an Ártidi own degree with national and international scope recognized by ASEMAIC, ACAP, and Trends School.

In addition, SQA has also served to lay the groundwork forthe professional qualification of COMMERCIAL IMPLEMENTATION OF SPACES defined by the Catalan Institute of the Professional Qualifications of the Generality of Catalonia (ICQP).

The Master of European expert in Window-Dressing and Visual Merchandising has 415 hours;it is divided into 4 training modules and a final project that combines theory with practice. Each of these modules includes a percentage of hours aimed at expanding complementary knowledge (CACC) which assesses the work of the students in each of our projects.

  • Learn the professional skillsfor the Window-Dresser and Visual Merchandiser.
  • To implement and carry out actual projects of commercial spaces.
  • Design and intervenein the brand image ofstores, stands, pop up stores, flagship stores, corners... 
  • Apply new trends in the developed projects.
  • Achieving creative and innovative projects that differentiate the brand from your competition and positioning it in the market.
  • Identify and meetthe clients, targets and brands for which we work, to carry out successful projects.
  • Interpret the light, color, shapes, volumes and all aspects related to design.
  • Learn about materials, techniques, and strategies to build showcases of different types and products.
  • Develop projects in the store/mall: laying, setting and organizing spaces and products.
  • Decide strategies for Visual and strategic merchandising to optimize and improve product sales.
  • Carry out promotional and alternative communication actions at the point of sale. 
  • Participate in projects of ephemeral architecture, scenography, museology and event management.
  • Collaborate with professional graphic designers, and professionals of art, marketing and related disciplines.
  • Achieved a solid base to develop the professional career at national and international level.

FORMATIVE MODULE I: STRATEGIC SHOWCASE DRESSING

Module with very elevated practical content that aims to address global, innovative, creativeand new trendsshowcases projects. The possibility to build real showcases allows the students a more competitive professional development. 

Methodology and design in showcase dressing
• Showcasedressing and communication as selling points.
• Syntactic laws of visual and aesthetic language.
• Design and classification of showcasesaccording to different typologies.
• The showcase as a diffuser of trends.
• Fusion ofthe worlds of art and sale- click here
• New trends: Interactive Showcase- click here
• AINDAS: The consumer decision process
• Timing in the development of a showcase project.

Direction and artistic creation of showcases 
• The aesthetic dimension under a commercial goal.
• The idea, design and implementation.
• The process of preparing a showcase.
• Mounting techniques andstrategies.
• Design and production of decorative elements.
• Planning and organization of tasks and work teams.

Product Placement In Showcase
•Presentation techniques depending on the target and brand.
• The urban life of the product.
• Effective presentation in function of the product.
• Brackets as dual-use items: aesthetic and functional.
• The visual aesthetics of the product.
• The composition of the different product lines: footwear, tableware, kitchenware, perfumes, jewelry, optical, pharmacy,etc.

Fashion and art in mannequins 
• Types of mannequins, busts and other formats.
• The mannequin in space: location and interpretation.
• Wiring, wrinkles, iron, needles and accessories.
• Development of looks based on the brand.
• Trends and innovativestylings- click here
• Humanize the mannequin: hair & make up.
• The mannequin as an element of exhibition.

Materials and dialogue with the space
• Types of materials and construction techniques
• New materials: research and evolution.
• ECODESSIGN: Sustainability in the window dressing.
• Durability and usefulness of materials.
• The cultural and emotionalweight of the materials.
• Design and construction of exhibition and commercial decorations.

FORMATIVE MODULE II: STRATEGIC VISUAL MERCHANDISING

Theoretical and practical moduleaimed at training in techniques for developingglobal visual merchandising projects from a commercial, functional, aesthetic and competitive point of view.

Retail & Visual Merchandising
• Management and creation of strategic visuals.
• The inertia of the product and the space.
• Implementation and redistribution of spaces based on of the laws of visual.
• Planning and zoning of visual presentations.
• Families of products, complementary products and cross-selling.
• Creatingcommercial atmospheres and environments.
• New cultures in visual merchandising and selling visual tools.
• Retail & visual merchandising projects through examples.

Product placement in Visual Merchandising
• Management and organization of the product, depending on the commercial space.
• The product as street art.
• Presentation basedon the brandstrategies.
• New trends in article’s implementation.
• POS (Point of Sale) optimization: redistribution of the product in the furniture.
• Product placement and product diversification.

Fashion placement: Visual compositions in store.
• Dubbing of clothing as a sales strategy.
• New techniques of dubbing by dummies.
• The focus point as the reinterpretation of the product space.
• Implementation and garments exposure at the furniture exhibition.
• Creative ways: design versus art- click here

 

Trends and styles in fashion
• Concept in lines shapes and colors, fabrics and materials.
• Analysis of the image through fashion.
• Outfits depending on the target and the brand.

The shops of the future
• New trends in merchandising: Visual space, visual trade &visual hot.
• Sensory branding applied to the shopping process.
• Sales of life marketingtechniques - click here

FORMATIVE MODULE III: TRADE MARKETING AND MERCHANDISING

Theoretical and practical module whose goal is to analyze marketing techniques aimed to the point of sale. Taking into account the target, the brand and the product the students will learn to implement the tools necessary for the profitability of the company.

Implementation of brand and strategic merchandising
• Implementation of own brands or franchises.
• The role of the visual merchandiser in trade marketing.
• Analysis tools at a strategic and visual level.
• Rankings of sales and analysis templates.
• Applied strategic communication: Analysis of cases - MANGO and BOBOLI.

Branding and visual trends research
• The power of a brand and branding principles.
• Communication strategies and brand awareness.
• New concepts and innovation in branding.
• Cool hunting and trend analysis.

Trade marketing: concepts and organization in large surfaces
• Market research based on new business needs.
• Segmentation and positioning. SWOT analysis.
• The basis of the marketing mix: Price, product, communication and marketing.
• Consumer Psychology: Brain and buy.

Image and corporate identity and alternative communication
• Elements of the image and form of the visual message.
• The perception of the image and visual techniques.
• Alternative communication actions: Buzz marketing, Cross marketing and Street marketing - click here

Creativity applied to innovation
• The production of ideas and creative interventions.
• Techniques for promoting your personal brand with creativity.
• To get answers you need to do things differently.
• Useful and practical tools to exploit your creativity.
• How to unlock and argue the performance of creative potential.

International Showcases: Strategies and Techniques
• Showcase as a communication tool in the business.
• Type of showcase worldwide
• Organization of a department showcasein a multinational company - click here
• Large-scale construction techniques.

Professional development and brand self
• Design and build your professional blog.
• The process of presentation and development of projects.
• Project and budget presentation.
• Auto marketing, personal marketing.
• Orientation and career opportunities.

TRAINING MODULE IV: IMPLEMENTATION OF COMMERCIAL SPACES

Module theoretical and practical whose targetis to provide the basisfor the designof a commercial space, applying from the most artistic disciplines to the most technical concepts.

Art, design and color applied to sales
• Fundamentals of the form: elements of communication and Gestalt Theory.
• Color: physical properties, color scales, harmonies and contrasts.
• Influences of interior and exterior space design.
• Artistic avant-garde and contemporary art.

Commercial interiors, stands and ephemeral assemblies
• The conceptualization of space.
• Analysis of the application, the influence of form, light and color.
• Distribution of furniture in retail business.
• Analysis of different types of trade.
• Stands: the communication of the brand in the fairs.
• Ephemeral architecture: from design to assembly.

Pop up Stores: guerrilla stores
• How and when to create a Pop up Store - click here
• Manipulation of space.
• The importance of the dissemination on the media.
• Brands and designers such as potential customers.

Three-dimensional representation of space and perspective application
• Blue prints, scales, and symbolism.
• Conic perspective and vanishing points.
• Practical representation of storefronts, spaces and store interiors.
• Design in 3D.

Light, concept and form
• Systems and methods of illumination and light sources.
• Influence of light depending on the type of product.
• The importance of lighting in commercial spaces.
• Lighting projects through examples.

Strategies for mounting in commercial spaces
• Expert in storefront dressing and visual merchandising as the cornerstone of a retail project.
• Tips, fasteners and anchors

Analysis of commercial spaces. AVEC technic

FINAL PROJECT: GREAT CHALLENGES, GREAT OPPORTUNITIES

To complete the academic formation is necessary to develop a creative and innovative project where all theoretical and practical knowledge are applied.

The final project’s presentation can be done in person at school or through video conferencing. This second option is aimed at those students who develop the final project in their homecity.

The date of submission and the specific contents will beconfirmed once the FINAL PROJECT classes start.

• Briefing and contra briefing.
• Mentored phase of project.
• Presentation of the final proposal and approval of the mentor.
• Development and Installation the final project.

GROUPS OF SEPTEMBER TO FEBRUARY: Presentation of final projects last week of March.

GROUPS OF FEBRUARY TO JULY: Presentation of final projects last week of July or third / fourth week of September.

 

The program is taught in Spanish.

• Ártidi is the only training center that has performed the professional qualifications with the ICQP (Official Agency of the Generalitat de Catalunya).
• Ártidi’s teaching team consists of active professionals.
• Via the webARTIDI WORKING, students have the opportunity to rent or sell the showcases/storefronts created during the course, allowing the promotion and recovery of the amount invested for new projects. ARTIDI WORKING is located at the top of search engines like Google and Yahoo. - click here
• InÁrtidiwe annually conductIn-Company trainingto more than 20 companiesfromdifferent sectors such as Nike, Adidas,Chambers of Commerce,Freipan among others. This contact with companies allows us to adapt our training programs to the reality of today's market and meeting the businesses needs.
• Ártidi offers optimal facilities for the training in window dressing and visual merchandising (40 windows, pilot shop, equipped workshops, 3D design classroom, mannequins ... among other equipment) - click here
• 9 out of 10 companies support the SQA as the most appropriate training program to meet your needs.
• 8 out of 10 Graduated Storefront/Showcase Designers and Visual Merchandisers who serve as professionals have been trained in Ártidi.
• In 2009, the SQA has been awarded by the International Association of Window Dressing Community, as the most professional course in Europe.
• We allocate a portion of the annual budget to research, innovation and to renew our job board.
• At the end of the course a professional counselor advises students about job opportunities considering their studies; professional experience and personalized SWOT analysis.
• Ártidiis a leader in visual merchandising and window dressing so we have surpassed 200 appearances in several national and international media.

ASSOCIATED UNITS OF COMPETENCE OF THE SQA AND THE ICQP

• Organize and establish the implementation of commercial spaces and ephemeral events.
• Organize and control actions of trade marketing and merchandising.
• Leadership, management and development of global visual merchandising projects.
• Leadership, management and development of strategic global window dressing projects .

The faculty is composed of working professionals with national and international professional recognition in different brands. A team that integrates training with business reality.

José Luis Martínez (General Director of Ártidi and trainer of trainers at ICE of the University of Barcelona)
Montse Morales (Creative Director of Ártidi and trainer of trainers at ICE of the University of Barcelona)
Ona Lohse (Interior Designer, Window Dresser and Visual Freelance)
Montse Cuenca (Expert window dresser, brand responsible of Boboli company)
 Isis del Cueto(BA in Art History and PhD in Audiovisual Communication)
Mateu Farré (Industrial Designer, Window Dresser, Visual Freelance)
Dori Fernández (Expert in Marketing and alternative communication)
Núria Rius (BA in Art History, an expert in branding and brand image)
 David Gómez(Window dresser and Visual freelance)
Monica Ibáñez (Visual image of Coordinator Trucco company)
Jackeline Jorba (Window Dresser and Visual Freelance)
Bea Parras (Designer, Window Dresser and visual)
Javier Blanco (Sculptor and Decorator, Bachelor of Fine Arts)
Salvi Plaja (Industrial Engineer / Lighting)
Alexandra Proaño (Architect and Space Designer)
Montse Ramos (BA in Social Sciences and Business Advisor)
Ursula Uria (Coolhunter and Responsible of the Nelly Rodi Agency in Spain)
Beatrice Vaccaro (Window Dresser and Visual Freelance)
Xurxo Insua (Expert in Branding and Brand Image)
Miriam Torres (Expert in Branding and Brand Image)

Check on the guidance department the teachers for each edition.

• Application of innovative strategies and techniques to create trends at the point of sale.
• Apply creativity as a work tool.
• Conduct Studies and analysis of new trends, movements, and urban channels.
• Communication and implementation of new trends in the point of sale.
• Implementation of global commercial activities and / or ephemeral in commercial spaces.
• Presentation of products in points of sales and channels.
• Techniques and strategies of assembling in events and trade shows.
• Analysis, management and development of window-dressing and visual merchandising campaigns.
• Conceptual marketing techniques applied to window dressing and visual merchandising.
• Supervision of commercial activities within the point of sale.
• Analyze the factors involved in the different targets and implementation of visual resources.
• Design, construction and installation of projects and ephemeral decoration elements.
• Creation of indoor and outdoor atmospheres at the point of sale.
• Organization and implementation of Visual Trade techniques and strategies.
• Creation of new trends in the point of sale.
• Carry out designs and 3D visual merchandising planograms.
• Creating and designing commercial spaces in 3D.

Ártidihas agreements with over 90 partner companies with international and national recognition for training practices: Ikea, Escada, The Mallorcan, Inditex Group, Custo, LROptics, Adolfo Dominguez, Intersport, McGregor, Oysho, Reebok, Pronovias, Swatch, La Perla, Adidas and others.

The school organizes activities and events with large shopping centers, associations, fairs and markets, art galleries and businesses where student projects are exposed. 

Qualifications:European Experton Window Dressing and Visual Merchandising. Implementation of commercial spaces.

Accreditation:Professional Card SQA of European Expert on Window Dressing and Visual Merchandising. Implementation of commercial spaces.

Granted by ÁrtidiAdvanced School of Window Dressing and Visual Merchandising. National and international professional competitions. 

· Requirements:

Trade, window dressing, merchandising, marketing, interior design, fashion styling professionals, image consultants and stakeholders without previous knowledge who wish to obtain training and a SQA ÁRTIDI certification to guide their career. 

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CONTACT


More information: Studies Department

informacion@artidi.com
Mobile: 661124767
Tel:+34 93 485 08 15
Fax: +34 93 300 80 66
Carrer la Llacuna, 50 - 08005 Barcelona
www.artidi.com

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