PORTFOLIO Yael Fernandez ENG

2024

INTERIOR DESIGN PORTFOLIO Yael Fernandez

RETAIL WORKSPACES HOSPITALITY RESIDENTIAL EXHIBIT & POP UP RETAIL & VISUAL MERCHANDISING

Hola

RESUME

CONTACT

yafergom@gmail.com https://www.linkedin.com/in/yael-fernandez-gomiz/ 665171555

EDUCATION

POSTGRADUATE IN INTERIOR ARCHITECTURE. COMMERCIAL AND PUBLIC SPACES LA SALLE - Ramón Llull/Univertsity 2023 DEGREE IN INTERIOR DESIGN 2017-2020 SUPERIOR STUDIES IN INTERIOR DESIGN 2008-2012 ESDAP - Escola Superior de Disseny i d’Arts Plàstiques de Barcelona

YAEL FERNANDEZ

INTERIOR DESIGNER | RETAIL DESIGNER

I am an Interior Designer with 10 years of experience in Retail, specialising in the design of commercial spaces. I have held roles as Retail Designer and Visual Merchandiser, assuming positions of responsibility in the conceptualisation and execution of projects.

My expertise includes the management of the image of different retail establishments, the leadership of work teams and the execution of projects of different scales and shop formats.

Layout specialist, used to working in dynamic and customer-oriented environments, where the speed of business and the importance of user experience are fundamental. I regularly collaborate in an interdisciplinary way with sales teams, logistics, construction and other design experts.

My experience in the Retail sector, both in fashion and furniture, has forged a multi-skilled perspective that I am looking to expand into new sectors and brand identities. I aspire to apply my experience in areas such as retail, hospitality, redidential and workspaces, contributing to the creation of environments that reflect the unique essence of each client and enhance the user experience.

INTERIOR DESIGN ERASMUS EXCHANGE University of the Arts London/ 2011-2012 MASTER INFOARCHITECTURE AND 3D INTERIOR DESIGN Animum Creativity Advanced School / Málaga/ 2007-2008 SUPERIOR TECHNICIAN IN INTERIOR DESIGN Escuela Arte Granada/ 2005-2006

EXPERTISE

AutoCAD 3D Max Revit, Sketch-up V-ray Adobe Suite ( Photoshop, Indesign, Illustrator, Premiere) MS Office

SKILLS

Critical and analytical thinking Verbal communication and teamwork Leadership Growth mindset Strategic thinking and planning skills

LANGUAGES

Spanish (native) B2 English certificate

WORK EXPERIENCE SHOP DESIGNER MANAGER TRAINEÉ

VISUAL MERCHANDISER

• Leading the Shop designers team in the development of engaging retail design solutions, focusing on the customer journey, shopping experience, seasonality and commercial activities.

• Application of creative visual merchandising strategy for product display, zoning and distribution of the display area oriented to sales results and according to company guidelines.

• Management and coordination of retail design projects and new openings working in collaboration with other departments and the construction team.

• Implementation of window displays, fashion collections, communication, distribution of furniture and displays.

Ikea/ July 2022- July 2023

SHOP DESIGNER

Ikea/ October 2017- July 2022

Oysho/ June 2016- October 2017

•Monitoring of stock, product rotation and commerciality of the point of sale according to KPI’s and sales analysis to maximize the profitability of the commercial space.

• Design and planning of the retail area (layout, zoning, range structuring, product display, lighting) to enhance the customer experience and ensure attractiveness and marketability.

VISUAL MERCHANDISER AREA MANAGER

• Planning and execution of seasonal product launches and reconstruction projects to update departments.

• Application of the creative guidelines for visual merchandising and the maintenance of the company’s visual standards in the points of sale in Catalonia and the Balearic Islands.

• Design and assembly of ephemeral solutions to promote seasonal products, aligned with seasonality strategies and the Concept Theme of the shop.

• Planning and implementation of merchandising strategies for new collections and campaigns.

REVIT STORE SUPER USER

Ikea/ August 2020- August 2021

Grupo Comdifil/ January 2014- June 2016

• Planning and organising shop layouts according to customer journey and hot spots, making changes based on sales data, seasons and inventory.

VISUAL MERCHANDISER

• Creation of construction plans and management of the shop’s BIM 360 collaborative model.

Grupo Comdifil/ January 2013- January 2014

• Creation of the action plan for the implementation of Revit software. Planning of phases and methodology

• Application of creative visual merchandising strategy for product display, zoning and distribution of the display area oriented to sales results and according to company guidelines.

• Monitoring of the development of the tool and implementation of updates in the methodology of use in the department.

• Implementation of window displays, fashion collections, communication, distribution of furniture and displays.

• Technical training of the software to the design team.

• Monitoring of stock, product rotation and commerciality of the point of sale according to KPI’s and sales analysis to maximise the profitability of the commercial space.

CONTENT

01

02

03

04

05

06

RETAIL DESIGN

WORKSPACES

HOSPITALITY

RESIDENTIAL

EXHIBIT DESIGN & POP UP SOLUTIONS

RETAIL & VISUAL MERCHANDISING

CASA GRAPAT

GRAPAT STUDIO OFFICES

GRAPAT CAMP HOTEL

HOUSE INTO 2

OPPO STAND

IKEA DIAGONAL 2.0

COMMERCIAL CALENDAR

COOKING & EATING DEPARTMENT

GRAPAT STORE

LIMITED EDITIONS

BED TEXTILES SUSTAINABILITY SHOP

RETAIL DESIGN | WORKSPACES | HOSPITALITY | RESIDENTIAL | EXHIBIT DESIGN & POP UP SOLUTIONS | RETAIL & VISUAL

01

RETAIL DESIGN

CASA GRAPAT CORPORATE HEADQUARTERS & FLAGSHIP Typology: Retail design, Corporate headquarters Client: Grapat, game pieces.

Team: Yael Fernandez, Cacilia Preciado, Yenilin Campos.

Project for the design of the corporate headquarters of GRAPAT, a family business of play pieces for children, with an international online presence but no current physical shop. The corporate headquarters will act as a flagship for the brand, where in addition to the pilot shop it will be a place to host other activities and events, as well as a hotel and the central offices.

The site is located in Villa Florida, an enclosed block with gardens in the Sant Gervasi area. It is currently a civic centre and an open green space that is already a popular destination for the neighbourhood’s residents.

CASA GRAPAT Be free, play open!

In the middle of the city but away from the noise and rush, GRAPAT offers an oasis in which to stop and slow down our pace.

This space gives us the possibility to experience the essence of GRAPAT, a philosophy that celebrates quiet life, family and contact with nature, where childhood and play are at the centre.

GREEN SPACE WITHIN THE CITY

ÁREA DE TEATRO AL AIRE LIBRE

A combination of indoor and outdoor space, various activities and services take place on this site. OPEN PLAY (play area), SLOW FOOD BAR (Cafeteria), GRAPAT STORE (Shop) and GRAPAT TALKS (conference space) are open to the whole city public and GRAPAT CAMP offers an alternative accommodation for family travellers.

ÁREA DE JUEGOS

COTA -0.15/121.08

COTA -0.45/120.78

ESCALERA DE EMERG.Y SERV. COTA +0.00

16

1

15 2 14

3

13 4

ÁREA DE JUEGO GRAPAT

11 6 10 7

TANE

R

9

8

SALA DE ARTE COTA +0.00

COTA +1.36

ASCENSOR

8

ÁREA DE HUERTO

7

6

5

4

3

2

1

COTA +1.36

9

10

11

12

COTA +0.00/121.23 SUP. ÚTIL=25.80m2

13

14

CALL

E MUN

12

5

COTA +0.00/121.23

15

16

COTA +0.00/121.23

COTA +2.72

ENTRADA PRINCIPAL

WELCOME AREA

17

19

18

20

21

22

23

ASEOS INF. Y ADULT. COTA +0.00

24

TIENDA GRAPAT

COTA +0.00/121.23

COTA -0.48/120.75

CAFETERÍA / ZONA DESCANSO

SALA DE CHARLAS

COTA +0.00/121.23

COTA +0.00/121.23

COCINA

COTA +0.00/121.23

5

COTA -0.64/120.59

4

3

2

1

COTA -0.78/120.45

G.5 | SEDE CORPORATIVA DE GRAPAT. Villa Florida - C/Muntaner 544, Barcelona.

CHILDREN’S LEISURE

GASTRONOMY

|

GRAPAT.

ARQUITECTOS |

PROPIEDAD

Yael Fernandez Yenilin Campo Cecilia Preciado

LA SALLE URL.

ÁREA DE JUEGOS

MGIC | Máster de Gestión Integral de la Construcción especialidad en Interiorismo.

ESCALA | PLANO

1:250

|

Planta de conjunto.

139.89

+ 13.46 134.59

COMMUNITY

+ 11.96 133.09

FAMILY ACCOMMODATION

+ 09.33 130.44

+ 05.19 126.30

+ 04.08 125.19

G.5 | ESPACIO GRAPAT. + 00.00 121.23

120.52

120.57

ALZADO FACHADA PRINCIPAL CALLE MUNTANER

+ 00.00 121.23

120.65

120.66

120.75 120.59

120.49

120.32

Villa Florida - C/Muntaner 544, Barcelona. |

GRAPAT.

119.90 ARQUITECTOS |

PROPIEDAD

Yael Fernandez Yenilin Campo Cecilia Preciado

LA SALLE URL.

MGIC | Máster de Gestión Integral de la Construcción especialidad en Interiorismo.

ESCALA |

1:100

PLANO

Alzados.

|

About Grapat This company was founded as a family project in 2015. They create wooden play pieces with simple, irregular and unique shapes in a variety of colours, which encourage creativity, imagination and free play in children. Aimed at every child being able to find different ways to play on their own.

Now available in 62 countries.

RETAIL DESIGN | WORKSPACES | HOSPITALITY | RESIDENTIAL | EXHIBIT DESIGN & POP UP SOLUTIONS | RETAIL & VISUAL

ploanta color 1

GROUND FLOOR

FLOOR 1

GRAPAT STUDIO

GRAPAT CAMP

OPEN PLAY ÁREA

SLOW LIFE BAR

GRAPAT STORE COMMUNITY ÁREA

4 ARTICULATING AXES The concept of the space is based on the values of the GRAPAT philosophy, in turn inspired by Waldorf education. In this philosophy, the human being is considered to be a spiritual being who seeks a balance between body, mind and spirit, where respect for the cycles of life and the rhythms of nature are key elements.

Therefore, we focus on four key axes of this way of understanding life: the idea of play as a fundamental element for childhood development, the acquisition of parenting tools, the importance of family time and the peaceful lifestyle. Together they make up the idea of CASA GRAPAT, a free environment in which the child experiences the world through exploration and play.

Following the concept of respect for nature and natural processes that inspire the brand, the space is defined by the use of wood treated with natural dyes, glazed earthenware ceramics, natural lime and plaster cladding, fabrics such as linens and cottons and the element of colour and graphics as a representation of play and the world of children.

RETAIL DESIGN | WORKSPACES | HOSPITALITY | RESIDENTIAL | EXHIBIT DESIGN & POP UP SOLUTIONS | RETAIL & VISUAL

01

GRAPAT STORE

RETAIL DESIGN

FLAGSHIP Type: Retail design, Corporate headquarters Client: Grapat, game pieces.

Team: Yael Fernandez, Cacilia Preciado, Yenilin Campos.

Shop design for GRAPAT, a brand of play pieces for children based on the Waldorf philosophy of free play.

The point of sale is located in CASA GRAPAT, the brand’s corporate headquarters, and functions as a pilot shop for the expansion strategy of its own establishments.

The proposal is to generate two different formats. A small one, with a shop and play area, and a larger one with a talk area for different activities dedicated to parents and the dissemination of parenting techniques.

The shop is a reflection of GRAPAT’s differentiating character. The handcrafted value of each piece, present in the use of dyed wood that shows the connection with the raw material and the respect for nature. The use of simple geometric shapes, also inspired by the shapes of the pieces, is used to create the exhibition area.

A set of modules of different sizes acts as display and storage furniture for the product on display, as well as drawing a colourful landscape that adds to the fun component.

The permanent collection is placed along the display furniture that runs the length of the shop. The limited collections are highlighted in freestanding furniture that also acts as a window display.

The retail venue is aimed at both parents and children.

While the parents view the exhibition, the children are busy trying out the pieces in the play area.

139.89

ESCALERA DE EMERG.Y SERV.

ÁREA DE JUEGO GRAPAT 2

SALA DE ARTE

ÁREA DE JUEGO GRAPAT 1 + 11.96 133.09

ASCENSOR

ZONA DE TEATRO

TERRAZA

WELCOME AREA

LAVADO

ENTRADA PRINCIPAL

+ 05.19 126.30

TIENDA

SLOW AREA 2 SLOW AREA 1

SALA DE CHARLAS

COCINA

CAFETERIA

ESPACIO GRAPAT. Villa Florida - C/Muntaner 544, Barcelona. |

GRAPAT.

ARQUITECTOS |

PROPIEDAD

Yael Fernandez Yenilin Campo Cecilia Preciado

LA SALLE URL.

ALZADO CARRER SANT GERVASI DE CASSOLES

MGIC | Máster de Gestión Integral de la Construcción especialidad en Interiorismo.

ESCALA | PLANO

|

1:100 Planta Arquitectonica

+ 00.00 121.23

The principles used for the design of the space are the same as those used for the creation of the pieces.

The simple forms that give shape to the display modules are stained with natural dyes, creating a gradient between the original wood, which darkens with the different colours until its beta is concealed.

G.5 |

The bricks of the original construction combine with the lime and plaster cladding used for the wall and floor. These, in terracotta tones, are reminiscent of the ceramic vessels used in the dyeing process of each piece.

ESPACIO GRAPAT.

Villa Florida - C/Muntaner 544, Barcelona.

PROPIEDAD

|

ARQUITECTOS |

LA SALLE URL.

GRAPAT.

Yael Fernandez Yenilin Campo Cecilia Preciado

MGIC | Máster de Gestión Integral de la Construcción especialidad en Interiorismo.

ESCALA |

1:100

PLANO

Alzados.

|

FURNITURE BULK PIECES

FURNITURE LIMITED COLLECTIONS

FURNITURE PERMANENT COLLECTION

RETAIL DESIGN | WORKSPACES | HOSPITALITY | RESIDENTIAL | EXHIBIT DESIGN & POP UP SOLUTIONS | RETAIL & VISUAL

02

WORKSPACES

GRAPAT STUDIO CORPORATIVE OFFICES Tipología: Workspace, Corporate headquarters Client: Grapat, game pieces.

Offices at GRAPAT’s administrative headquarters where the different functions that make up the brand are brought together and where partners and distributors can meet.

A collaborative workplace, without hierarchies, away from stress and promoting creativity.

Under the name GRAPAT STUDIO, the space is inspired by the original workshop where the GRAPAT brand was born, the stable of the family farmhouse. A traditional workshop concept of handcrafted character with honest and durable materials but with the component of colour and joy that brings us closer to the world of children’s play.

The design of the space promotes collaborative and transversal working relationships, so that there are no hierarchies and everyone works under the same common diaphanous area. Different levels of privacy are incorporated through two meeting rooms.

SALA DE JUNTAS

ALMACEN

OFICINAS ESCALERA DE EMERGENCIAS Y SERVICIO

SUP. ÚTIL=14.74m2

TERRAZA

SALA DE JUNTAS PRIV.

WC

RECIBIDOR DISTRIBUÏDOR 3 COTA +4.08/125.31 SUP. ÚTIL=28.62m2 TERRAZA

Generating a relaxed, free atmosphere, in keeping with the “Slow Life” promoted by the brand, is another of the objectives. For this reason, rest areas or areas that favour a more relaxed way of working are created to give free rein to creativity. A breakout area, a coffee area or an outdoor area.

ALMACEN COTA +4.08/125.31

HABITACIÓN MASTER SUITE 1 PAREJA ADULTOS + 2 INFANTE

SALA DE ESTAR HOTEL

G.5 | HABITACIÓN SUITE 4 PAREJA ADULTOS + 2 INFANTE

HABITACIÓN SUITE 3 PAREJA ADULTOS + 2 INFANTE

HABITACIÓN SUITE 2 PAREJA ADULTOS + 2 INFANTE

HABITACIÓN SUITE 1 PAREJA ADULTOS + 2 INFANTE

ESPACIO GRAPAT. Villa Florida - C/Muntaner 544, Barcelona. |

GRAPAT.

ARQUITECTOS |

PROPIEDAD

Yael Fernandez Yenilin Campo Cecilia Preciado

LA SALLE URL.

MGIC | Máster de Gestión Integral de la Construcción especialidad en Interiorismo.

ESCALA | PLANO

|

1:120 Planta NIVEL 1

The idea of the original workshop is represented with honest and resistant materials such as ceramics, pine wood and industrial metal elements. The forms are austere but colour is present as the protagonist of GRAPAT. Nature is perceived through the large window, reminiscent of those used in the first factories, and the incorporation of vegetation in the interior.

RETAIL DESIGN | WORKSPACES | HOSPITALITY | RESIDENTIAL | EXHIBIT DESIGN & POP UP SOLUTIONS | RETAIL & VISUAL

03

SALA DE JUNTAS

ALMACEN

OFICINAS ESCALERA DE EMERGENCIAS Y SERVICIO

SUP. ÚTIL=14.74m2

TERRAZA

SALA DE JUNTAS PRIV.

WC

HOSPITALITY

RECIBIDOR DISTRIBUÏDOR 3 COTA +4.08/125.31 SUP. ÚTIL=28.62m2 TERRAZA

ALMACEN COTA +4.08/125.31

HABITACIÓN MASTER SUITE 1 PAREJA ADULTOS + 2 INFANTE

SALA DE ESTAR HOTEL

GRAPAT CAMP G.5 |

HABITACIÓN SUITE 4 PAREJA ADULTOS + 2 INFANTE

HABITACIÓN SUITE 3 PAREJA ADULTOS + 2 INFANTE

HABITACIÓN SUITE 2 PAREJA ADULTOS + 2 INFANTE

HABITACIÓN SUITE 1 PAREJA ADULTOS + 2 INFANTE

ESPACIO GRAPAT. Villa Florida - C/Muntaner 544, Barcelona. |

GRAPAT.

ARQUITECTOS |

PROPIEDAD

Yael Fernandez Yenilin Campo Cecilia Preciado

LA SALLE URL.

MGIC | Máster de Gestión Integral de la Construcción especialidad en Interiorismo.

ESCALA | PLANO

|

1:120

HOTEL SUITE

Planta NIVEL 1

Tipology: Hospitality Client: Grapat, game pieces.

Team: Yael Fernandez, Cacilia Preciado, Yenilin Campos.

Hotel room design for CASA GRAPAT’s corporate headquarters located in the Villa Florida estate, in the Sant Gervasi district, aimed at receiving both members and distributors as well as the general public.

As family time is one of the main themes that governs the concept of CASA GRAPAT, the hotel is designed for family stays and especially for children.

Under the idea of a family camping holiday, the suite is inspired by a tree house in the middle of the forest, making the stay experience something playful and a special memory.

The “tree house” acts as a sleeping area and houses at ground level the parents’ bed and on a second level beds for two children.

This custom-made piece acts as the main element of the room, from which the landscape painted on the walls and the pond in the bathroom area with bathtub and shower can be viewed.

The design is completed by tree foliage on the ceiling and a starry black sky with LED lighting.

The tailor-made “tree house” integrates the lighting elements, is used for the installations and the acoustic insulation solution.

The bathroom, “the pond area”, is designed with a built-in unit that integrates a doubleheight washbasin, for parents and children, and a bathtub.

RETAIL DESIGN | WORKSPACES | HOSPITALITY | RESIDENTIAL | EXHIBIT DESIGN & POP UP SOLUTIONS | RETAIL & VISUAL

04

RESIDENTIAL

TWO HOUSES FROM ONE HOUSING DIVISION Tipology: Residential Client: Private This project consists of the compartmentalisation of a 120 m2 house to create two flats. The property is located in the Sarriá district, the upper part of Barcelona, where the square metre of housing is among the highest in the metropolitan area.

The client’s aim is to create two high-end studio flats for couples or singles, with distinctive design elements and quality materials.

RICHNESS, CHARACTER AND COLOUR The aim for this project is to generate two environments with character, presence of textures, and a rich palette of colour and materials.

The initial inspiration is based on the use of colour and materials from the Batlló house, the work of the famous architect Antonio Gaudí.

Taking as a reference areas of the exterior and interior of the work, two palettes of materials are proposed, Sea and Mountain.

The furniture is carefully selected, providing personality and character while maintaining a calm, uncluttered atmosphere. Design pieces with a handcrafted component that respects the material, the textures and gives a sculptural aspect to the space.

FLUIDITY AND COMMUNICATION OF SPACES The final distribution of the house generates two flats of similar dimensions, one of 56m2 and the other of 63 m2. Both are one-bedroom but comfortable and spacious, with all the necessary functions of the house differentiated.

With limited square metres, the aim was to create a space that provides privacy and intimacy to the areas that need it most, while at the same time generating an open layout that provides a feeling of spaciousness.

The spaces communicate visually and favour a liquid lifestyle, where the design considers all the needs of use but gives a freer and more informal response, with multipurpose spaces and less rigid functions.

RETAIL DESIGN | WORKSPACES | HOSPITALITY | RESIDENTIAL | EXHIBIT DESIGN & POP UP SOLUTIONS | RETAIL & VISUAL

Mountain An earthy landscape reveals all the shades of the warm palette, from ochre, earth, burgundy to green.

The materials, woods, stucco, glazed natural ceramics recall the textures of nature.

The public space of the living area moves in the warmer palette of tans with the kitchen in an intense burgundy as an accent point. The detailing of coloured tiles in irregular shapes and different colours is reminiscent of the trencadis technique used by Gaudí.

The more private area moves from bedroom and bathroom moves towards greens, with the use of wallpapers to bring more texture and colour scheme.

Sea A range of different shades of blue are touched by wood and yellow to bring warmth.

The ceramic cladding, the lime treatment of the walls and the use of silestones give a stony appearance reminiscent of the sand and rocks bordering the sea.

The accent point is again the kitchen, with a deep blue, which is balanced with touches of wood, ceramic tile and raw silestones. The custom-designed dining table acts as a link between the kitchen and the living area. Made of oak wood and marble tiles, it is somewhat reminiscent of trencadis, hearing its irregular shapes and diverse colours.

RETAIL DESIGN | WORKSPACES | HOSPITALITY | RESIDENTIAL | EXHIBIT DESIGN & POP UP SOLUTIONS | RETAIL & VISUAL

05

EXHIBIT & POP UP

OPPO STAND

BOOTH DESIGN

Tipology: Exhibition stand design, ephemeral architecture.

Client: Oppo, mobile telephony.

Team: Yael Fernandez, Cacilia Preciado, Yenilin Campos.

The context of increasingly rapid digital transformation and mobile phone breakthroughs can seem overwhelming. In this sense, the project seeks to humanise technology by presenting it as something that can make our daily lives easier, simplify things or amplify experiences.

The design is presented as a space in which to explore all the advantages that technology can represent in everyday actions.

Composed of an exhibition and sales area, experiential areas and a meeting area for networking, the stand has entrance areas on four sides, a main central area and sub-areas to discover different experiential activities around the OPPO technology presentations.

OPPO “Connect with the world around you”

The project invites you to imagine, at the Mobile World Congress Barcelona. The exhibition stand of OPPO, one of the first brands launch 5G technology worldwide, Through the use of light as a representation of connectivity, the pavilio explores the potential of the city of the future under this new paradigm The sensitive envelope, configured in the form of an urban layou responds to the interaction and flow of the public through the space. engages the user and takes them on an experiential journey through th new ways of connecting with people and the world around us, makin evident the impact of mobile connectivity on our everyday lives.

_ interactive light.

The reticulated floor surprisingly shoots bursts of light in differe directions, which upon colliding with the edges of the different space the light rises through the same volumes, simulating the effect o connectivity. The user, when interacting with any interactive space, w experience the change from dim and uniform light to a gradual intensi in cool tones.

Pattern construction The space symbolises the city connected by technology in the future. The structure is built from the orthogonal layout of the city of Barcelona, which is reduced from a map of streets to that of an island with buildings, arriving at the shape of a cube, which in different scales generates the spaces and subspaces that give shape to the stand. The cube within the cube.

Shopping at the metaverse

Meeting area Live concerts around the world

Explore the world with VR

Exhibition area

_ Urban city pattern Real time AI filters

_ Volumetric pattern exhibition stand Oppo in to

on m. ut, . It he ng

ent es, of will ity

_ Modulos de 0´5x0´5, 1x1, 2x2, 3x3 para construcción _ New ways of consumption

_ New ways of _ New ways of express yourself explore the world

_ New ways of enjoy culture

The user creates his or her Avatar and enters the Metaverse for shopping or sports.

Test new video filters in real time and broadcast them on networks and on the faces of the stand itself.

A space to enjoy concerts with groups created with musicians from different parts of the world.

Virtual reality allows you to travel and get to know emblematic places in the world without leaving your home.

_ 0,5x0,5 modules for product display

RETAIL DESIGN | WORKSPACES | HOSPITALITY | RESIDENTIAL | EXHIBIT DESIGN & POP UP SOLUTIONS | RETAIL & VISUAL

05

EXHIBIT & POP UP

IKEA COMERCIAL CALENDAR STORE POP UP SOLUTIONS Tipology: Retail design, stands, ephemeral architecture, shop window designing Cliente: IKEA In order to encourage revisiting and to give the customer the feeling that they will always find something new when they come to the shop, a creative concept is developed each season for the image of the store.

This idea of renewal and that there is always something new to be found at Ikea is represented through the concept of “unboxing”. A popular trend on social media where influencers open new products in front of their followers to promote them, and which is used by followers to make purchasing decisions.

It's spring – let's unbox the true potential of your home

To achieve this, large boxes are generated at different points in the shop from which different furniture and accessories emerge, telling a story that represents a household activity. This resource is used throughout the different departments, so that a common thread is generated throughout the shop with the same storytelling.

COMMERCIAL CALENDAR / MY SMART AND ORGANIZED HOME

Modern & bold Contrasting materials Colour blocking Perspective illusion

SHOWROOM ENTRANCE/ MY SMART AND ORGANIZED HOME LAUCH AREA/ STORE ENTRANCE/ SELF-SERVE/ CHRISTMAS LAUNCH

RETAIL DESIGN | WORKSPACES | HOSPITALITY | RESIDENTIAL | EXHIBIT DESIGN & POP UP SOLUTIONS | RETAIL & VISUAL

05

EXHIBIT & POP UP

IKEA LIMITED EDITION COLLECTIONS STORE POP UP SOLUTIONS

IKEA ART EVENT

The project addressed the limited stock and the short duration of a collection in THE RUG DEPARTMENT. A museographic solution was proposed that would highlight the artistic character of the carpets and tell the story of each designer.

The main challenge was the design of the layout affected by a logistical movable wall. Simple mobile structures with pallets and wheels were devised for a flexible layout, integrating the exhibition stand and the point of sale. These structures were aligned diagonally for better visibility.

In the Hot Spot, lightweight mats were hung and podiums were used for merchandise display. The solution maximised visibility, allowed mobility for replenishment and highlighted the artistic uniqueness of each piece.

EFTERTRÄDA A limited collection for IKEA fans Introducing our first-ever collection which uses the official IKEA logo as its main design, where the design ethos follow our approach to home furnishing with a simple, minimalist take on clothes and accessories. This collection includes t-shirts, hoodies, bath towels, water bottles and more!

“EFTERTRÄDA”, which means ‘successor’ in Swedish, was first launched at an IKEA in Harajuku in the mid of 2020, receiving great positive feedback from IKEA fans in Japan. This collection was developed by IKEA Japan in close collaboration with IKEA of Sweden – inspired by, and made for, the IKEA fans in Tokyo and around the world.

DISPLAY FURNITURE EXHIBITION FURNITURE DESIGN

Baby mattresses This mattress cabinet is a hybrid between carpentry and racking, which reduces the construction cost and production time of the design.

It is a carpentry casing without structural properties for the displays. It acts as a wrapping around the display, creating visual cleanliness and serving as a support for communication.

Flexibility was one of the objectives of the construction of the furniture, as the intention was that it would be durable over time and with the arrival of new mattresses at the Range.

To achieve this, a two-part racking structure was fixed to the wall with different levels of wooden shelves. On each shelf there is a metal device on which the removable carpentry shelf for the mattress display is placed. In this way, depending on whether there are more or less samples, the Racking shelves are simply raised or lowered and the carpentry structure does not have to be altered.

RETAIL DESIGN | WORKSPACES | HOSPITALITY | RESIDENTIAL | EXHIBIT DESIGN & POP UP SOLUTIONS | RETAIL & VISUAL

06

RETAIL & VISUAL MERCHANDISING

IKEA DIAGONAL

Rebuild

PLANNING STUDIO REBUILDING

DIAGONAL PLANING STUDIO

Tipology: Retail design, Store design Cliente: IKEA IKEA Diagonal opened in 2021, being the second planning studio in Catalonia and the first in Barcelona city. After a year open and gathering a lot of learnings, the goal is to be more relevant to our local market, adapt to the shopping behaviour, target our customer and use all our knowledge of market segmentation and include new business areas.

My main responsibility during the design of the project was the new space layout.

The aim was to maximise the commerciality of the space by adding more inspirational selling space and incorporating two new businesses: salons and washrooms.

This was achieved by reducing the display area for appliances, finishes and materials, as it was a cold area of the shop that the customer did not explore on their own. Secondly, by reducing the space allocated to the planning centre, but optimising the square footage to introduce more planning stations.

The improvement in commerciality was not only due to the increase in square metres for inspiration, but also to an analysis of the layout in terms of customer flow and customer journey, which allowed us to take advantage of the hot spots for the location of these solutions. Another important objective in the design phase was to solve a problem in the layout in terms of customer circulation, which meant losing 73% of the retail space. This was achieved by moving the planning centre to avoid double flows and forcing the customer to walk the entire route.

PREVIOUS SOLUTION

NEW SOLUTION

WELCOME AREA connect & explore PLANNING AREA plan & perfect RANGE OVERVIEW AREA choose & personalise INSPIRATION AREA inspire & convince

Planning hub We adapted the solutions according to the segmentation study and the needs and expectations of our customers in home furnishing.

We discovered that we were wanting to talk to everyone, but we were not talking to the customer coming to this shop and therefore we were not meeting their expectations by offering them home furnishing solutions relevant to their needs. ¡ A highlight of the solutions would be the high level of detail in the fixtures and fittings and that makes the difference with the competitors.

The planning hub is conceived as the heart of the shop, it speaks to the nature of the business and helps to position the brand as a home furnishing specialist. Positioned in the center of the space, it is connected to each of the businesses present in the space, kitchens, living rooms, bathrooms and bedrooms, so that the customer can access it at any point in their journey or the worker can easily go from the planning space to any point in the shop to assist and advise a customer.

In the new layout, two planning stations were expanded, including the two areas reserved for the interior design service and BtoB. A second welcome area was also added, separate from the shop entrance, with space for a host and a waiting area.

The Range overview area is a support tool for assisted sales. It allows in a few square meters to show customers the possibilities of different possible finishes and materials for the furniture, amplifying the breadth and depth of the assortment displayed in the commercial area.

It consists of wardrobe doors, kitchen fronts, living rooms, bathrooms, worktops, handles and samples of mattresses. This exhibition area is completed with a digital solution, which allows the customer to see the different options of electrical appliances and taps and fittings.

RETAIL DESIGN | WORKSPACES | HOSPITALITY | RESIDENTIAL | EXHIBIT DESIGN & POP UP SOLUTIONS | RETAIL & VISUAL

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RETAIL & VISUAL MERCHANDISING

COOKING & EATING SPECIALITY SHOP DEPARTMENT Typology: Reconstruction of a specialised department in a commercial area.

Client: IKEA The Key goals in this project were to use the layout as a commercial tool to maximise commercial opportunities by taking advantage of the hot spots in the space and the flow of visitors.

Redimension the commercial metres assigned to each of the assortment’s functions, establishing a correct location and sequence between them according to the customer’s purchase expectations and sales potential (share).

Help the customer in the buying process so that he/she can find what he/she is looking for and compare the most technical product functions (pans, pots and knives).

The first impression in the kitchen shop has to guarantee a strong perception of QUALITY and a WOW effect.

Inspire the customer to lead a healthier and more sustainable life. Our customer must feel excited and inspired when visiting this commercial area.

To show ourselves as specialists and professionals in the kitchen area and to raise the perception of QUALITY in the functions of knives, pans and pots.

During this project I worked as Shop designer project leader in a team formed by a graphic designer and a visual merchandiser.

Layout We created a clear and structured distribution of space, guaranteeing a main aisle to ensure the general flow of visitors. In the aisle extensions and its counterflow, the aisle is kept wider than the rest to ensure the customer’s entrance inside the main functions.

The secondary aisles and the orientation of the gondolas allow the customer to penetrate inside the area and the perimeter aisle allows for comfortable exploration once inside.

From this, an analysis of the layout allows us to identify the hottest and coolest areas according to customer flow, taking advantage of naturally attractive points or enhancing other areas in a different way to attract the customer and sales steering.

Space allocation & Range grouping The dimensioning of the product functions according to the weight of the sales share and the depth of the assortment is ensured. According to the customer journey, the most relevant functions are placed in the hottest areas.

At the beginning of the area, the main functions of the kitchen can be identified: sautéing, baking and cooking. Next to these are washing (at the beginning of the area and in a cooler area) and food preparation. At the end of the route is the food storage function.

RETAIL DESIGN | WORKSPACES | HOSPITALITY | RESIDENTIAL | EXHIBIT DESIGN & POP UP SOLUTIONS | RETAIL & VISUAL

Wall product display To help customers easily orient themselves and understand how the range is grouped, the range is presented on the wall perimeter using a simple repetition display technique that highlights the product function.

Shop entrance The solution for the shop entrance creates a clear moment of transition.

It supports the seasonality look and helps customers to recognize the department they are entering, introducing the product function in a stronger way.

Customer needs When entering, the customers get an immediate connection to cooking activities. Feeling the full cooking experience throughout the area.

The shopping experience is improved by showing expertise and sharing product knowledge that supports the cooking activity.

To increase the overall quality perception of the range, the speciality shop’s relevant product functions are in focus.

Product knowledge CUSTOMER EXPERIENCE

To increase the quality perception, we share knowledge and stories behind the products connected to customers’ life at home, this helps to build trust and supports positioning the IKEA Brand as a destination for home accessories.

Customers are supported by making it easy to compare and choose products that meet their needs and cooking style. Connecting the solution to the customers’​life at home and explaining how the products can support their cooking activity.​ The key product functions pots, pans, knives and food containers are highlighted and benefit from a deeper explanation to enhance their quality perception.

We show ourselves as specialists in COOKING, reaching both the client who cooks for survival and even the chef.

STATEMENT MEDIA

RETAIL DESIGN | WORKSPACES | HOSPITALITY | RESIDENTIAL | EXHIBIT DESIGN & POP UP SOLUTIONS | RETAIL & VISUAL

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Display

RETAIL & VISUAL MERCHANDISING

BED TEXTILES SPECIALITY SHOP DEPARTMENT Tipología: Reconstrucción de departamento especializado en superficie comercial.

Cliente: IKEA

P • Perimeter break C • Coordination área S • Selection point

• Wow factors W • Welcome statement

• Connection point C L • Last Wow

Group areas

“Allowing the customer to focus” The Bed Textiles department consists of two very different product areas; quilts, pillows and protectors (QPP)and bed linen. In quilts and pillows, customers are searching for the right comfort for their personal need. In contrast, bed linen is more of a fashion shop where the customer looks for their personal style, latest trends or colors to suit their interiors.

This insight led to the core principle for this solution: to allow the customer to focus on one part of the range at a time. This principle is achieved by dividing the department into ”two areas”: The Comfort area, a calm section where customers consider their specific needs and learn from IKEA knowledge about better sleep and well-being.

The Style area, a vibrant area where the customer explores colors, patterns and materials for their bedroom. .

• First Grouping • Second grouping • Media

Confort

We have developed a pillow and duvet selection point that will help us to improve the current shopping experience for our customers.

Next to the pillow selection point a bed will be placed for customers to compare the entire range.

The most important commercial messages in this area are Quality, Functionality, Sustainability and Low Price.

Pillows product display

Pillow selection point

These messages are highlighted through the presentation of the range and communication.

In the natural hot spots of the pillows, we want there to be a perimeter break that communicates the democratic design message of Quality and function.

In the natural hot spots of the duvets, we want there to be a perimeter break that communicates the democratic design message of Sustainability and function.

Ergonomic pillows/ Quilts/ Pillows Wall display area

Pillows selection point

Style

Quilt covers are grouped by colour since this is how most customers shop this range.

After the connecting peak, customers arrive in the Style area where coordinated displays showcase the latest trends (VisualBreaks).

Home furnishing knowledge is the main message in the bedlinen area.

The quilt covers wrap the back wall with an explosion of colour.

Quit cover Wall display area

L

Vilality media for seasonal display

A good tempo of inspiring, personalised and easy-to-shop solutions are displayed throughout the journey. The Visual breaks are used to create further interest and a good tempo along the back wall. These breaks are showing attractive co-ordinations of how to dress the bed with some extra love and thought into it.

Sheets are grouped by function, then size.

We will develop a new communication based in the good examples of the stores that have implemented a new solution in this area. .

M

Sheets area

H

Sales steering display

RETAIL DESIGN | WORKSPACES | HOSPITALITY | RESIDENTIAL | EXHIBIT DESIGN & POP UP SOLUTIONS | RETAIL & VISUAL

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RETAIL & VISUAL MERCHANDISING

SUSTAINABILITY SHOP SPECIALITY SHOP DEPARTMENT Tipología: Departamento especializado en superficie comercial.

Cliente: IKEA Sustainability is one of today’s most important trends, a factor of interest for consumers and an increasingly decisive factor in the buying decision.

For Ikea it is one of its focuses as a company and one of its main business drivers.

The aim of this project is to generate a new sales area under this commercial argument, promoting Ikea’s range of sustainable products and their positive impact on the wallet, as well as their benefits for the planet.

Use less water

Reuse it

Use less energy

Statement 4 actions

Create less waste

communication wall

Hot Spots Customer Flow

DESIGN AND ZONING STRATEGY

Four areas are created in the space based on the main saving triggers related to different aspects of life in the home. Food savings based on the correct storage of food and its consumption. Saving energy by using lower consumption systems, saving water through intelligent taps and the idea of reusing with the use of rechargeable batteries.

Communication takes centre stage with the aim of explaining the benefits of each product to the customer at different levels. The green and wooden graphic image frames the space and delimits the area.

Let’s talk yafergom@gmail.com https://www.linkedin.com/in/yael-fernandez-gomiz/ 665171555