18|REPORTAJE The Retail as communication In the current economic and social environment, the use of innovation from a strategic approach is key to ensuring the competitiveness and fundamental in any new venture. In the world of Retail we increasingly observe innovative proposals, where brands are redefining preset codes and creating new ways of interacting with customers. ROCA GALLERY BCN by CC IED Barcelona has launched a Master in Entrepreneurship and In- novation Strategies for responding to the need to incorporate innovation into strategic management of organiza- tions, led by professionals with specific knowledge to accelerate and enhance their application. These skills are essen- tial for the generation of new business opportunities, designing new products and services, definition of alternative forms of production and new business models that enable to create new con- nections between market and industry. The Master focuses on the process of identifying opportunities and generating new business ideas, their development and their market launch, integrating all the processes involved from the pers- pective of design thinking. In this context, we have invited Miquel Àngel Julià, Design Director in GROUP IDEA, to deliver a lecture on the theme of which he is an expert: Retail and product design. Through 10 questions, the teacher and the students got to create a mind map to understand and demonstrate that the Retail itself is a communication tool for brands, capa- ble of creating unique and memorable experiences for visitors. Can Retail itself be a tool of brand communication? Does Zara Communi- cate? What is Retail? Experiential stores which sell without selling? Imagination, creativity, design and innovation at the point of sale made up the challenge presented to students: To visit different concept stores in Barce- lona to discuss and experience in first person, from a critical perspective, what are the distinguishing features used by brands to create experiential communi- cation spaces beyond retail spaces. Now an article written by one of the Masters students which helps to reflect on the present and future of the concept stores: