Creativity Techniques in Interior Architecture: Application of the PICLed Brains Activity in the Store Design Process

Stores are the environments where the brand interacts with the customer and the brand identity is transferred to the customer. In addition to being consistent with the brand identity, the authenticity of store design is very crucial because it has an impact on customer’s shopping attitude and perception of the brand. In this article, concepts of branding and store identity are defined and the importance of creativity in store design is acknowledged. With the participation of the junior level students of interior architecture department, the case study as a part of the design studio course and the effects of using the PICLed Brains activity in the store design process are examined. The aim is to encourage inexperienced students with limited inspirational resources to come up with creative ideas for store design despite the limitations brought by the brand identity during the store design process. Through the data obtained from the questionnaire applied to the students at the end of the process, this paper finds that the activity is useful in terms of creativity, researching in different subjects and attaining versatile thinking skills. When student works are examined, it can be said that the PICLed Brains activity allows to develop creativity and to lead to different ideas rather than restricting and directing students.