We’d like to take the opportunity to introduce you to the Honorable mention winner of our Museum of Emotions #4 competition – Lucila Machado Campiglia from Brazil!

Lucila Machado Campiglia

Please tell us about your company (when it was founded, where it is based, how many employees, etc) Alternatively, if you do not have a company, please give us some insights on your own professional/academia background.

Currently a Master's student in Communication and Consumption Practices at Escola Superior de Propaganda e Marketing (ESPM), I also hold a postgraduate degree in Fashion Business from Senac SP, and a Bachelor's degree in Architecture and Urbanism from the Faculty of Architecture and Urbanism of the University of São Paulo (FAU-USP). With over 25 years of experience in retail projects, I am also a speaker, lecturer, and consultant in Retail Design and Visual Merchandising, as well as a researcher in communication, semiotics, and technology.

Brief information about the projects that you/your company have been involved with. For instance, what scale have you focused on/preferred, any significant projects where the company/ individuals have been Involved?

With more than two decades of experience in Retail Projects, my expertise lies in cross-functional team leadership, a proactive and flexible approach, and the ability to manage multiple projects simultaneously in dynamic environments, diverse contexts, and cultures. My contributions have consistently led to strategic retail design projects, successful merchandising guidelines and training, the implementation of store design and visual merchandising concepts, and playing a key role in brand spaces.

What does architecture mean to you and what is the role of an architect in your society?

As an experienced Retail Designer and Architect, architecture holds a multifaceted meaning for me. Beyond its aesthetic and functional attributes, it serves as a medium that communicates and influences societal dynamics. In retail, architecture transcends mere space creation; it involves crafting immersive environments that optimize the consumer journey and foster emotional connections. It serves as a strategic tool for brands to express their ethos and engage with their audience on a deeper level. The role of an architect in our society, particularly within the realm of retail, is pivotal. Architects wield the power to shape how individuals interact with their surroundings, thereby contributing to the societal fabric. In retail, architects guide how a brand communicates, how products are showcased, and how consumers experience a space. This responsibility extends beyond aesthetics; it entails understanding brand identity, market trends, and consumer psychology to create spaces that are not only visually appealing but also strategically designed to enhance the overall shopping experience. Retail architects bear the responsibility of envisioning spaces that are functional, inclusive, and aligned with the brand's narrative, thereby contributing to the brand's overall success in the market.

Why do you participate in architecture competitions?

Despite many years since my graduation, this is the first competition in which I have participated. The captivating theme and the opportunity to express a project solely about emotions, without texts and captions, inspired me to invite my colleagues to join me. Together, we formed a vibrant and creative team of ideas.

What advice would you give to individuals who struggle to decide whether it would be beneficial for them to participate in architecture competitions?

Participating in architecture competitions can be beneficial for individuals in several ways. It offers opportunities for personal and professional growth by challenging participants to learn new skills and explore innovative ideas. Networking opportunities provided by competitions can lead to new collaborations and potential clients. Winning or even just participating in competitions can enhance one's portfolio and increase visibility in the industry. Competitions can also provide valuable learning experiences in research, planning, and design processes. Furthermore, competitions often focus on real -world issues, allowing participants to contribute to solutions and make a positive impact on society. Ultimately, the decision to participate should align with individual goals, interests, and availability.

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