Interdisciplinaridade entre arquitetura de interiores e design de serviço nos espaços de varejo: diretrizes para o projeto do espaço

Abstract

This research approaches the retail spaces from the perspective of Interior Architecture and Design Service. The way how products and services are seen is being modified due to available technologies and change of consumption habits. In this context, it is crucial to consider the customer experience on the innovation of products and services. The space, besides hosting products and offering services, is also able to produce tangible evidence and intervene on the customer experience in a unique way, involving them personally and emotionally. Therefore, the responsibility of the Architecture professional increases when it comes to conceiving projects of retail spaces in an innovative way, which turn to be attractive to the customer, who also experiences meaningful places. Consequently, a question arises: What contributions might the Service Design offer to the Retail Interior Architecture? In this research, the main purpose is to check the interdisciplinary contributions between Architecture and the Service Design for the built environment of retail spaces. In order to achieve this goal, the methodology firstly consists of a review of literature on Retail Spaces, Architecture and Service Design. The research relates a fictitious case of a female clothing store, from which project guidelines for Retail Interior Architecture will be proposed. These are derived from an intersection between Interior Architecture concepts and tools. The original hypothesis is that Service Design might be used combined with the project of retail spaces, making them able to be co-created by the customers. At the end, it is expected to provide theoretical and practical contributions to assist architects and designers to plan and build innovative retail services and spaces. In an academic level, a cooperation to develop a research group which relates Service Design to the management and space of built environments is being sought. Moreover, it contributes to Service Design and Retail Architecture academic research.