Client: Gruppo Pam - Italy.

Main objective: To understand innovation codes inside the leading multinational Hypermarkets. Mapping the differences between Panorama and Carrefour Planet.

Methodology: Semiotics and Ethnography within Social Media for the analysis of the free speeches of people around the Hypermarkets world. Use of lexicographical software tools to map meanings and brands.

Performance: Restyling the non-food wards based on consumer's new needs and emerging trends.

Semiotics, leading to the identification of different types of value ascribed by the consumers to commercial sites, is able to help establish zoning and define the interior architecture. Lexicographical tools ensure the scientific accuracy.

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