Mapa das Ideias was hired by the University of Porto as an external consultant for the remodelling of the University of Porto Shop.

Project duration: June 2021 to November 2022

Customer premises

The shop's main motto: LIFE EVERYWHERE

Intention: to transform the shop, which currently has a generalist souvenir offer, into a space that represents the University and its scientific and cultural centres. To create a shop that, both in terms of space and the range of products on offer, offers a unique experience of wonder. 

Key-wordsPhysical alterations: expansion of the space from one room to two rooms, with an intermediate area. Total renovation of the panelling, furniture and lighting. Application of a mechanical planetarium on the ceiling of the second room. Intermediate area inspired by the Cabinet de Curiositéwith a closed shop window and sofa lounge area. Project developed by the Luís Carvalho architecture studio.

MI's areas of intervention/consultancy:

Financial analysis - diagnosis and proposals

Stock analysis - diagnosis and proposals

Supplier analysis - diagnosis and proposals

Shop Positioning Strategies - target audiences vs collections vs merchandising offer

Proposal to redefine the shop's mission

Monitoring the work and interventions in the space (functionalities of the service points, functionalities of the display areas and stock storage areas, accessories needed to display the products, lighting, decoration);

Training shop staff - customer service, storytelling(e.g. objects labelling, price setting and profitability analysis, stock management, replenishments, supplier relations, relations with designers, new product development)

Merchandising development in partnership with designers and suppliers, including: definition of key collections for the various UP themes (uP, Faculties, Cultural Hubs), survey and selection of articles to be developed for each collection, survey of suppliers and consultation of values, financial analysis, client budgeting, review of content with scientific teams for each collection, translations, monitoring of production and receipt of articles;

Creation of the In Display concept - distribution of articles in themed islands that constitute intuitive storytelling and create a narrative in the shop;

Creation of Sustainability Scale labels for articles - pyramid of priorities in the selection of suppliers: local/national/European, based on the logic of reducing the ecological footprint in the transport of garments, and compliance with environmental and social sustainability rules in their production.

Post-opening follow-up;

Monitoring the creation of the online shop - integration of the site, reformulation of categories, reformulation of communication and connection with social networks.