Image for post
Image for post

Why a Storytelling Workshop for a team of space designers?

Cheil MDLab works translating brand messages into physical spaces. The goal for this year is to develop projects that work under the principle of Transmedia Storytelling.

The industry of fairs and exhibitions demands creative agencies to have teams that quickly adapt trends and technologies in their design proposals. Furthermore, brands need to understand how physical spaces integrate media platforms to engage customers in meaningful experiences and interactions.

As a starting point, our team is seeking to understand what Storytelling is and why is it useful when designing brand spaces.

Architects, space, and visual designers believe Storytelling is the most effective way to convey messages to a specific audience. Stories are memorable, emotional and an effective communication tool but: How can we transfer that specific narrative principle to our creative process? How can we become better storytellers and create experiences that are compelling and inspirational? …


A short story I wrote after visiting a Syrian Refugee Camp.

Image for post
Image for post

Few days before our trip to the camp I did a list of short phrases in Arabic because I was anxious to go there and not be able to pronounce a word. I had the feeling that saying something would make me more sympathetic to them.

The list contained three columns. The first one in Latin letters with the Arabic
pronunciation of the word. The second, with the meaning of those Latin letters in English and the third one with the word written in Arabic calligraphy. …


Image for post
Image for post

In October 2019, I facilitated three sessions in which I introduced the Design Thinking Methodology to a team of 18 space designers that are currently working at Cheil MDLab.

Space designers are confronted every day with very complex challenges. They need to strongly understand brands, deal with space constraints and design user experiences that allow consumers to connect with products and services.

As a design strategist, my role is to introduce, explain and apply DT tools to our projects. …


Image for post
Image for post

On the 14th and 15th of November, I attended a Co-Jam session organized by Cheil Germany. The training took place in a venue called Roof One Studio. Employees from all excellences of Cheil gathered for two days to explore tools of service design.

Connect is Cheil’s new strategic process for creating distinctive experiences, scalable platforms, and business innovations. It combines 21 project-proven methods and it brings principles of service design: human-centered mindset, co-creative sessions, and holistic approaches.

The topic for this CoJam session was the City of the Future. I had the opportunity to collaborate with five people from different departments and we experienced together some tools from the service design approach. …


Image for post
Image for post

The purpose of this report is to identify how the approaches of design thinking and human-centered design are helping electronic brands to shape design experiences in the context of IFA’s trade show. IFA is the largest consumer tech conference in Europe that showcases the upcoming launches from some of the worlds biggest brands.

Every year brands and design agencies team up to create booth designs that are thought to be unique and to offer remarkable experiences to their visitors. …


Image for post
Image for post

Be hungry. Be Foolish. Shine never Hide. Inspire People.

These were the first words I read from this book. They were written by the person who gave me the book as a Christmas gift. He is one of my favourite Egyptian pharos; His name is Akhenaten. At home, we have his face sculpted in a ceramic piece placed on top of the dining table. It reminds us of the power of creation that ancient Egyptian had. He takes care of us and from time to time it gives us nice books to read.

One of my year resolutions was to increase the number of books I read per month. I have to say it’s not easy because I have never been a big fan of reading. It took me 27 years to start liking it and I still struggle to enjoy it fully. …

About

Ángela García

Design Strategist at Cheil MDLab. Passionate about human-centered design and systemic thinking. www.angegarcia.com

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store