Project Leader

Silvia Barbieri
Project Assistant

Maria Pierre Schickel Georgia Spanou

Team Members

Master in Business Design 2012

Brand Design & Retail Design

Juliana Arias Joan M Delgado Nicolas Osorio Can Turan

SMALL IDEAS
THAT MAKE

BIG DIFFERENCES

Meet Allegra

Married to Francesc o

They have a beautiful daughter

Meet their friends

Paol

Maria

Chiara

They all live in Milan

In different neighbourhoods

You can tell the differences between them

But can you tell the difference between their homes?

They look pretty much the same

And most Italian homes look the same

All furnished by IKEA

With 19 stores in Italy

5 7 . 9 m i l l v i s i t o r s i n 2 0 11

So, Allegra invited her friends over

and found out they all had the same furniture

Now She wants her house to be different, but cant change all the furnishings

She needs something to differentiate her home from her friends.

She wants something Fun and Creative that reflects her style

She has lots of choices

So, for Allegra to choose CO.Import, we need to offer her

small ideas that make big differences

our motto

values analysis

Fixed Exhibition
Bad / No Service

Bargain Atmosphere

MONOTON RESTRICTIO Y Long Walks N Far Locations

Fixed Layouts

Uniformity

CONFUSIO REDUCED N
Limited Assortment

UnCategorized Emotionless Staff

Mix of Brands

values analysis

FREEDOM

VARIETY

our core values

small ideas that make big differences

FREEDOM
experience

VARIETY
product offer

our core values

small ideas that make big differences

FREEDOM
experience

VARIETY
product offer

our core values

Bedroom

Living Room

Dining Room

Bathroom

Kitchen

Our CATEGORIES of SMALL IDEAS:

Dining Room Living Room

Kitchen

Bedroom

Bathroom

our variety

Our CATEGORIES of SMALL IDEAS:

Dining Room Living Room

Kitchen
Decoration Furniture

Bedroom
Seasonal

Bathroom

Home Gifts Sunglasses

Books

Toys

Games

our variety

Our CATEGORIES of SMALL IDEAS:

Dining Room Living Room

Kitchen

Bedroom

Bathroom

Kitchen

Dining Room

Bedroom

Bathroom

Living Room

our private brand

Kitchen

Dining Room

Bedroom

Bathroom

Living Room

our private brand

Kitchen

Dinning Room

Bedroom

Bathroom

Living Room

Creative

Small

Fun

our private brand

Routine Role
store of choice average price level high level of promotion

gioia role

Bedroom Harmony and fertility. Emotional safety.

Bathroom Beneficial to mind and body. Cleanness and calmness.

Dining Room Emotionally intense. Enhances human appetite.

Kitchen Heat and Sunshine. Associated with healthy food.

Living Room Wealth and extravagance. Independence and creativity.

gioia palette

gioia portfolio

gioia portfolio

gioia portfolio

gioia portfolio

gioia portfolio

gioia portfolio

small ideas that make big differences

FREEDOM
experience

VARIETY
product offer

our core values

Warehouse

+ +
Cassa

+
Window Entrance

store layout

store layout

store layout

store layout

store layout

store layout

The White Experience

White Furniture as our canvas.

our experience

The White Experience

Home Areas in our stores. No shopping paths.

our experience

The White Experience

Different Ideas for your Home.

our experience

The White Experience

Freedom to create styles and combine our products.

our experience

BRAND STRATEGY
launch plan

A 360 marketing campaign for the new concept of Co.Import to be perceived as:

Different

Launch Strategy

CO.Import

CO.Import

Social Media

Drag the Difference

Social Media

launch party

Colour the White!

Events

street event

The Difference is on the Small Ideas

Events

Partnerships

Advertising

Lets

EXPERIENCE it
together !!

SMALL IDEAS
THAT MAKE

BIG DIFFERENCES