Future of Retail 2017

Velkommen til det femte året Westerdals Oslo ACT inviterer til Future of Retail, seminaret for alle som interesserer seg for retail design. I år kan du få med deg seminaret: «Between the Physical and the Virtual: Storytelling».

Praktisk informasjon:

Tid: 23. august kl 10:10 – 15:45
Sted: Campus Fjerdingen.

Arrangementet er gratis, og du må melde deg på på forhånd. Vi anbefaler at du melder deg på tidlig, da det kan bli rift om plassene for eksterne deltakere.Vi har 100 plasser til eksterne gjester, resten av plassene er forbeholdt våre egne studenter på Bachelor i Retail Design.

Du får kjøpt lunsj, kaffe og drikke i vår kantine.

Seminaret foregår på engelsk.

Meld deg på her!


Introduction Professor Vésma McQuillan
How architecture become a medium The AMO case. Professor Vésma McQuillan, Westerdals Oslo ACT. Norway
Digital Shopper Marketing Jørn Olsen, Marketing- and communication manager PRONTO TV. Norway
Architecture and Social media as storytelling Davide T. Ferrando, M.Arch / Ph.D architecture critic. Editor in chief of 011+. Curator. Italy
Spatial Narrative: Storytelling as a strategy for architecture and public space Prof. Dipl.- Ing. Bernhard Franken 3D Kommunikation Peter Behrens School of Arts, Fachbereich Design, Faculty of Design. Germany
Panel Discussion

Foto: Die Photodesigner

Consept and speakers

The Future of Retail seminar 2017 offers insights to the different narratives. From digital shopper marketing (told by Jørn Olsen), to storytelling as a strategy for architecture and public space (told by Bernhard Franken) and architecture liberated from physical structures at AMO (told by Vesma McQuillan).

When we talk about retail design today, the challenges connected to the physical and the virtual space seems to be the hottest topic in any professional retail conversation. Everyone is trying to look into the future and predict the outcome. But, as always, we forget that all these discussions are nothing new.

Professionals working with physical reality, such as buildings and urban planning, started to talk about digital technology in physical space as early as the 1990’s.

Rem Koolhaas, one of the most prominent architectural thinkers of today and co-founder of OMA, was looking into what consequences digital technology could have for retail typologies. Koolhaas understood that a building would no longer only be an issue of architecture, but an issue of strategy*

This insight triggered the establishment of AMO, OMA’s mirror image. AMO became an agency to explore the possibilities of architecture liberated from the need for physical structures. In 1999, AMO introduced a new way of co-existing in the traditional building reality, with their different strategies: Following digital, following narratives and following images.

Today, in 2017, we look at the heavily pixelated images from Davide Tommaso’s Instagram account, and we realize that the reality is much more complicated than just a strategy, or navigation between the physical and the virtual. Storytelling in social media, even when based on facts, allows us to stage a reality that doesn’t exist.

Westerdals Oslo ACT retail Design invite you all to share your own story of a story, between physical and virtual, with us on 23. August.

*Koolhaas R. (editor-in-chief) ( 2004) Content. Koln: Taschen, page 119

About the speakers

Davide Tommaso Ferrando is an architecture researcher and critic, particularly interested in the intersections between architecture, city and media. He holds a M.Arch in Advanced Architectural Design at ETSA Madrid and a Ph.D in Architecture and Building Design at Politecnico di Torino. He is Post-Doc University Assistant in the Department of Architectural Theory and History at the University of Innsbruck.

Ferrando has been adjunct professor at Politecnico di Torino, Università di Ferrara and ETSA Madrid, as well as guest lecturer in several institutions, among which Politecnico di Milano, Domus Academy, Kent State University Florence and Universidad de Alcalá de Henares

He is also the director of the independent architecture webzine “011+” and editor of “Viceversa”. His writings are published in international magazines and collective books.

Since 2015, he has been scientific advisor for the Fondazione per l’Architettura / Torino. In 2016, he was curator with Daniel Tudor Munteanu of the Unfolding Pavilion, and scientific consultant for the “Meeting the Commons” section of the Italian Pavilion at the 15th Venice Architecture Biennale.

In May 2017, he was co-curator with Nina Bassoli for the “Architettura in Città” festival of Torino.

Vésma Kontere McQuillan, Professor at Westerdals Oslo ACT, has been exploring the potential of architecture as a medium to create an identity for fashion designers, communities and spaces since 1996. First as a creator and editor of the very first Latvian fashion and lifestyle magazine Pastaiga, later as an architect, designer and concept developer. She has developed the concept and interior architecture for Eger Karl Johan Oslo and has been working as a consultant of retail architecture for many Norwegian companies, like A- Lab, Fantastic Norway, Storebrand and Vitra Scandinavia. Since 2012 McQuillan has been responsible for the strategical development of a new bachelor study program in Retail Design at Westerdals Oslo ACT. She is the organizer and curator of the annual international seminar: The Future of Retail at Westerdals Oslo ACT. Since 2014 McQuillan’s academic research has been focused on OMA/AMO and their collaboration with Prada.

Jørn Olsen is Marketing- and communication manager at Pronto TV. He has 15 years of experience from various marketing positions (SpareBank1, Kantar TNS, Norwegian Market Research Association-NMF and ProntoTV) and extensive marketing experience with proven management skills in international matrix organizations and consulting. As well as his experience from marketing, consulting and market research he holds a theoretical foundation from his academic background to understand how people, processes, technology and organization work together to make business excellence. His key strengths are digital signage, shopper marketing, advertising testing/management, brand/consumer relationship measurements and segmentation. Digital marketing and consulting.

Bernhard Franken is Dipl.-Ing. Architect from the TU Darmstadt and was Artist in Residence at the Städel University of Fine Arts, Institute for New Media, Frankfurt from 1995 to 1996.

In 2002 he founded Franken Architekten GmbH, 2008 Franken Consulting GmbH and the same year Franken/Nguyen Consulting Ltd. in Hanoi Vietnam. Since 2010 the diverse companies are integrated as Franken Architekten Group. He is currently professor at the Peter Behrens School of Arts in Düsseldorf, teaching 3D Communication in Retail Design, Exhibition Design and Communication Design.

From 2010-2013 he was professor at the University of Applied Science Frankfurt/Main for Digital Design. Franken has been active in the academic field since 1996, as – among other things – Guest Professor at the University Kassel, the Academy of Fine Arts Stuttgart and the Sci Arc in Los Angeles.


23. august, kl. 10:00 - 15:45


Campus Fjerdingen
Christian Krohgs gate 32