Crea International @ an evening organised by A+D+M - crea news - CREA International - italian retail design

Crea International @ an evening organised by A+D+M

A fun event for the Physical Brand Design company

On december 3rd Alberto Pasquini, president of the interior design company, partecipated to an evening organized by A + D + M magazine - the acronyms of architecture, design,materials - for the architects protagonists of the magazine’s covers. On this particular occasion, the location for the preview was “La Commenda di San Giovanni di Prè” A recurring appointment of the last 5 years, where the voyage destination organized every year by A + D + M is revealed (this year will be Lisbon), an opportunity of sharing ideas in a different landascape.

Crea International @ an evening organised by A+D+M - crea news - CREA International - italian retail design

Meeting with prof. Antonella Caru’, from Bocconi university, with some questions about service design - crea news - CREA International - italian retail design

Meeting with prof. Antonella Caru’, from Bocconi university, with some questions about service design

How can service design feed business? How can it be a success’ implementation?

Service design concerns design of services and it’s a difficult activity because of immateriality and procedural nature that characterize them. Service design rotates around the brand identity: the design of all elements of the service should be directed to the creation of brand identity. Following this aspect, a fundamental component is given by the environment, by the structures where service is provided, which must be functional to service delivery and to customer participation, but also help to create and and simultaneously convey the brand's service. The context in which the service is delivered has a strong impact on the brand and, on one side is the element of identity par excellence, on the other is the field that most directly contributes to the generation of customer experience: this may contribute significantly to the success of a service concept.

Have you got any considerable company case to bring as model?

A first example that comes to my mind is the one of “Apple Stores”, characterized by a modern interior design, charming, apparently simple but extremely aimed to details, with an optimal balance between functional aspects and emotional accessibility to the service. Another example is “Abercrombie”, very connotated, which divides consumers between those who hate it and those who love it, but that is an important element of identity for the brand. Very interesting in my opinion is “Eataly”, an innovative concept, masterfully developed following elements of originality focused on a concept of authenticity. I would also mention, among high emotional innovative designsCheBanca!, as expression of change in marketing strategies in retail banking field. It must be said that the contexts are not only physical, but can also be virtual: the websites linked to a brand (for example Mini, Fiat 500, or Nutella), are created to welcome people into a virtual experience

What are the main reasons that led you to call Crea International as company testimony to run your workshop?

A distinctive feature of our Master of Science in Marketing Management is the constant interaction with business: we deal with various themes searching for integration and comparison between theoretical and managerial aspects. In this case, facing servicescape’s aspect in Services Marketing course I wanted to engage a company who were skilled in service design activity: I asked about, I looked at your website and I called you, discovering with pleasure that we share the sensitivity to these issues, with a lecture marked by different and complementary skills.

Meeting with prof. Antonella Caru’, from Bocconi university, with some questions about service design - crea news - CREA International - italian retail design

The curtain drops on Elephant Parade, the first humanitarian participation by Crea International… and not the last! - crea news - CREA International - italian retail design

The curtain drops on Elephant Parade, the first humanitarian participation by Crea International… and not the last!

A charity auction organized by Christie's during a gala evening has closed the charitable event: the italian-retail-design company was there to say goodbye to its Elephamm!

Seventy-four elephants from the open-air international exhibition held in Milan from September 16 to November 15 have been auctioned and sold during a gala evining. Among the works during the event, which was attended by five hundred artists and entrepreneurs from all over Europe, Elephamm has been sold and Crea International, proud for having participated to the initiative, was there to say goodbye to its creature.

“I am very happy that Italian people, despite the difficulties in global economic situation, are ready to invest in art and in charity," said co-founder of Elephant Parade Mike Spits. "I want to thank them one by one all those who responded to our appeal, thanks to their generosity we are able to support these important cause." The next auction will be held in Singapore on 12 January.

 

Amm has now a new home where the two guys who purchased him promised us that they will take care of him and love him.

Alberto Pasquini, president of Crea International, comments below the event :"I'm very glad and serene to know that our creature " Elephamm " found in Salvatore and Massimiliano two good and true friends who wanted him in their house at all costs, even making him enter from the window because he could not pass through the door.

We told them that Elephamm is unique, as his history; that he is afraid of the dark and that’s why he always wants that the light stays turned on all night long and that one day, when he will see the rainbow, he will go away from the window to wander again on a color of the rainbow from which he came. "

 

The italian retail design company plans to partecipate to others humanitarian initiatives in the new year.

The curtain drops on Elephant Parade, the first humanitarian participation by Crea International… and not the last! - crea news - CREA International - italian retail design

Retail travel services within service design innovation, in two words: Welcome Travel

At the press conference, go to the first challenging retail travel project by the Physical-Brand-Design company

On november 30th, Welcome Travel press conference took place in fascinating Logotel headquarter in Milano to announce to journalists the new project by the first italian travel agencies network, property of Alpitour group and Costa Crociere. Among the speakers the leaders of the two companies who underlined the big impact that such a project will have on WT group and Marco de Carli, strategy director of Crea, to explain the design concept and the customer’s experience inside the agency. As professionally presented by Gianni Onorato, president of WTG, the project aims to trace the lines of future retail travel agency starting from a scenario analysis which underlines the transformation of tourism market with a marked increase in online sales. The first and important purpose of the project is to integrate the traditional sales chain with the web one.

This new innovative thinking of retail travel agency could not avoid a complete restyle of the store: the collaboration with Crea International starts from here with a new service design experience, transforming the agency from a traditional office to a place of meeting and sharing, in a fully opened space, with no barriers between buyers and sellers. This is one of the focal points of the whole project: the holidays package must be sold, not purchased, that’s to say that there must be an attention to the customer, right starting from the store, that must be perceived as the place to be driven in a path totally different from the past.

This was the brief of the client,as underlined during the conference even by Gian Paolo Vairo, ceo of the Group, and the point from which the italian retail design team has started to create an environment where transparency and recognition, lightness and modularity characterize the experience within the new retail travel agencies, starting from the new strategic idea "free to travel". The new shop aims to become a real point of reference for holidays and leisure that pushes people not only to dream a travel but to realize it, with the aid of specialized agents.

Marco De Carli, during the conference has presented the new innovative layout of the new agency where the traditional approach between customer and agent is replaced by a new fruition of space, an emotional experience which leaves from the outside of the agency with a new layout even of the window, totally opened that intrigues and invites people to enter.

Within the agency customers can choose what to do, if having a private consultancy with an agent in confortable areas or just have a look to the offers of the moment, download travel materials from the tablets that they can freely consult. Everything surrounded by a frame of images related to travel, as a real window on the world. “Welcome Travel project was a great design challenge – comments Massimo Fabbro, ceo of Crea International-. We have combined the need for efficiency in service and the need to renew the visual code that characterize the travel agencies .The new Welcome Travel has now a new agency which opens the way for a new, modern, light and easy language to use with customers .”

“The project tells a new retail story - says Marco De Carli,strategy director of the project strategy - a strong message of communication ready to strengthen and enhance Welcome Travel’s identity. The opening and immersion into the world of travel along with innovation and the new style of communication of the brand, makes the new space a place that WT, welcomes, involves and communicates with people in a new dimension of interaction between person, place, and brand. The promise of the project aims to strengthen the positioning of WT and to the serenity and the pleasure of the trip: “free to travel. "

Officially announced the partnership between Crea International and Welcome Travel - crea news - CREA International - italian retail design