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Visual Merchandising & Window Dressing

Basic data


Claudio Astudillo and Chené Gómez

Duration // Timetable

1st to 12th of July 2019 (40 hours) // From 10 a.m. to 2.15 p.m.




770 €. Bold members of Elisava Alumni will enjoy a 15% reduction


Basic / Intermediate


The course aims to approach to the retain world and get to know its current situation through visual merchandising and window dressing.
All the necessary actuations to be developed in the selling point will be analyzed in order to achieve a correct implementation of the visual merchandising, both in its internal disposition and its external one. The different animation techniques that have been used in the retail space will also be analyzed.


  • To understand the different components of the visual merchandising and the window dressing applied to a commercial space.
  • To analyze and understand the selling point, its contents from the morphology and the exterior façade concept, the correct collocation of the products in the interior lineal, studying then all the aspects related to the consumer and his itinerary towards the retail space.  
  • To define the different elements that form the animation in the selling point, revising the different aspects of the sensorial merchandising and the elements that form the interior of a retail space.

Contents and Structure

The daily work schedule is structured in a first theoretical part, in which the contents are studied, and in a second part, a workshop in which the learned concepts are applied in a project which is developed throughout the course.

1/ The merchandising

  • History of the visual merchandising
  • Trade trends
  • Concept
  • Contents
  • Functions of the visual merchandiser

Teaching Staff

La Sardine Agency. Visual Merchandiser. He is specialized in retail interior design and elements of the selling point. Within the framework of the product, he participates in different decorative and creative projects for promotional spaces and product presentations. He has worked for the In-Store Marketing department of ANTONIO PUIG S.A as visual merchandiser, both in the affiliated company in Chile and in the headquarters, in Barcelona. His participation in the teaching field started in Santiago de Chile and he is currently collaborating with other institutions from Barcelona.

Creative Director and Arts-Educator. His professional trajectory is developed on the artistic education, the design and the creative development. He teaches window dressing in the Master’s Degree in Retail Space: Retail Design at ELISAVA and he is the director and educator in the ONGD Creart, working in the child’s education through art. He was a teacher in the Master’s Degree in Creative Architecture in the Accademia Italiana di Design in Florence. He has participated in international projects, such as Trieste’s Maritime Museum. He has been artistic director of the Domo Gallery (New Jersey) and, in different occasions, jury at the Parsons School of Design (New York).

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