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BAYI URBAN SPA
Bogotá
OCT 2018

Creative direction An urban spa in the heart Bogotá



Project overview


An urban spa focused on massage as therapy, and each of the service touch points as key elements to absorb its benefits.

My role


During my design and business studies, I worked as Angela Sotomonte's teacher assistant in her fashion industry class. Our immediate connection led to a freelance position in the building of a spa. In this role, I collaborated closely with Angela in the ideation, research and design of what currently operates as Bayi Urban Spa.

Challenges


  1. Designing a service with no local market benchmark, since at the time the ‘spa’ industry in Colombia had a large offer void.
  2. The extrapolation of insights from an outside context (the main field research was done in Bangkok, Thailand).


Responsibilities


  1. Service design: customer journey and service blueprint,
  2. Brand personality development: brand attributes and values and creative direction of the application of these values to the brand image and space design,
  3. Benchmark research of the SPA industry in Colombia and two-week immersion in Bangkok.
  4. Target profiling,
  5. Application of design thinking tools for strategic development.

Bayi Urban Spa is currently providing its services in Bogota.

Find more on Instagram@bayiretreat


Barcelona | Medellín