Visual merchandising na arquitetura comercial de varejo: proposta para uma loja de cosméticos localizada no Maceió Shopping

Abstract

The present final graduation work addresses the theme Commercial Retail Architecture in order to develop a preliminary design of a cosmetics store combined with visual merchandising in a Shopping Center, located in Maceió, Alagoas. For the design of this proposal, the theoretical focus is given through a diversified bibliography with a wide range of authors with contributions in the areas of architecture, marketing, visual merchandising, environmental psychology and point of sale. Case studies were carried out in cosmetic stores with projects that proved to be relevant to the theme. The information obtained from this research was compiled and mentioned to the most relevant in order to contribute to the understanding of the theme and, consequently, to support the Architectural project. In the end, it is proposed the elaboration of the store called Nosso Encanto, seeking to create the atmosphere of the place and the identity of the point of sale through visual merchandising, applying design strategies that demonstrate the importance of the relationship between the elements of architecture and the experience of the consumer.