Thematic Master Program · blend, online + in-person
Retail & Mall Spaces
+ Neurodesign
The course explores how neuroscience principles can be applied to the design of retail environments. Participants will learn to create engaging, immersive spaces that influence customer behavior, enhance the shopping experience, and drive sales. The course combines theoretical insights with practical strategies for designing malls and retail areas that are both functional and emotionally compelling.
About the course
The course aims to provide participants with a comprehensive understanding of the dynamics that define Retail Design projects, guiding them in managing the complexity of design processes with confidence and precision. Throughout the program, students will develop a well-rounded skill set that integrates creative, managerial, and strategic dimensions of Retail Design. Emphasis is placed on the ability to identify and define the key characteristics of a retail project through comparative analysis and a deep understanding of Brand Identity. In addition, participants will acquire the technical tools needed to communicate effectively with clients - whether private individuals, management companies, or established brands - using appropriate professional terminology and translating client needs and expectations into coherent and impactful design solutions.
Course objectives
- To understand the dynamics of Retail Design projects and gain the ability to manage their design complexities
- To develop skills in Retail Design from a design, managerial, and strategic perspective
- To define the key features of a retail project through comparative analysis techniques and understanding of Brand Identity
- To acquire technical tools that enable students and professionals to communicate effectively with clients - whether private or institutional - using the proper terminology and translating client expectations into design outcomes
Course structure
Module 1: The Retail World (recorded lessons)
Lesson 1: What is Retail Design
- Presentation of various retail projects and realizations, from basic concepts to complex projects, to understand the common denominator linking a designer’s ability to a brand’s consistency.
- Contents: Through practical examples - anticipating topics such as neuromarketing and mnemonic visualization of brands - students will explore techniques used by professionals to create functional concepts.
- Objective: To provide technical foundations and the ability to define the specific characteristics of each project autonomously and professionally.
Lesson 2: Product Categories and Differences
- How to analyze the differences between various product categories before developing a retail concept. From ergonomics to functional layout, from eye tracking to distributional analysis.
- Case Studies: Presentation of next-generation retail concepts - from the fashion industry to eyewear - covering both global brands (Adidas, Nike) and emerging conceptual brands (MSGM, Moncler, Kuboraum, etc.).
- Objective: To focus the project on the relationship between the brand, its creative identity, and the coordinated image created by the designer, ensuring alignment with the brand’s vision and identity.
Module 2: Retail Concept Layout Examples (recorded lessons)
Lesson 3: Building the Retail Project
- Understanding client requirements and translating them into a concept.
- Case Studies: Transforming notes, creative impulses, and research findings into a visual language called retail - an exploration of the “perceptual” characteristics of concepts.
- Objective: To develop the five senses in the design process and master the three spatial dimensions of the project. 3D visualization as a perceptual tool for spatial and functional design.
Lesson 4: From Sketch to Compositional Reality
- How to translate a design idea onto paper or a computer. Representation criteria for retail design - from mood boards to layout definition - to communicate perceptual aspects to the client.
- Case Studies: Analysis of completed projects and layouts, understanding differences between two-dimensional and three-dimensional spaces.
- Objective: To help students and professionals grasp the importance of working in three dimensions - both sensorially and strategically - to enhance consumers’ spatial perception.
Module 3: Creation and Review of a Retail Concept (interactive online lessons)
Lesson 5: Presentation of the Final Project Theme
- Presentation of the final project topic, initial brief outlining relevant brands, space geolocation, and definition of technical and performance requirements.
- Objective: To provide all participants with a solid technical foundation for developing their own retail concept.
Lesson 6: First Project Review
- First detailed review session, open to group discussion. Identification of specific design issues and evaluation of project priorities and presentation methods.
- Objective: To highlight project weaknesses and inconsistencies, assess preparedness, and guide participants in refining their designs and approaches.
Lesson 7: Second Project Review
- In-depth review of developed concepts, analysis of selected brands and “destination brand,” verification of proposed layouts and strategic design values. Analysis of concept, mood board, and CMF strategy.
- Objective: To prepare students to present their projects formally and professionally, using appropriate terminology aligned with the concept and client expectations.
Lesson 8: Final Project Review
- Final layout verification, content check, and strategic analysis with a preview of the oral presentation.
- Objective: To formalize the concept, outline potential presentation challenges, and simulate real-world interactions with clients and consultants (“sabotage attempt” exercise).
Final Project and Examination
Final Project - students must submit four project boards:
- Site Analysis – using tools learned during the course.
- Concept Board – identifying selected brands and products, defining their relationship with space and strategy.
- Layout Board – conceptual and graphical distribution plan.
- Visualization Board – 3D renderings of the space, mood board, and product photo integration.
Final Exam (Online)
- A 15-minute oral presentation in which the student presents their project to the instructor, discussing their concept boards, answering questions, and interacting with a simulated client figure. After the presentation, a 5-minute Q&A session will follow.
Evaluation Method
- Final Project: 50% of the grade.
- First Review: 20% of the grade, reflecting growth from initial understanding to design and strategic development.
- Active Participation in Online Reviews: 30% of the grade.
Assessment
- Monthly Assignments (40%)
- Workshops and Participation (20%)
- Final Project (40%)
- 150h (64h in presence)
Final exam
Online final exam: 15-minute oral presentation with a simulated client figure, followed by a Q&A session.
Interested in Retail & Mall Spaces?
Write to us - we will get back to you with the next available edition, enrolment details and everything you need to start.