Cool Haus: something cool close to school


1. INTRODUCTION

 Street name: Carrer Doctor Combelles num. 43
Name of the business: Cool Haus
Multilingual/Multimodal: Multilingual
Main language: Catalan
Other languages: English and German (Efficiency, innovation, leadership...)
Neighbourhood: University
Activity domain/values: Construction sector: commerce
Support/medium: Window sign
Type of sign: Commercial brand presentation
Production: Bottom-up
Fieldwork information:
2. CONTEXTUALIZATION:

 Adress: Carrer Doctor Combelles num.43
Neighbourhood: University

 Information about the neighbourhood: 
"Cool Haus" is a commerce situated in the Universitat neighborhood. Its streets are Alcalde Sol, Canonge Brugulat, Bisbe Messeguer, Doctor Combelles, Joan Baget, Maragall, Rambla d'Aragó, Mestre Emili Pujol, Ciutat de Fraga and Plaça de les Missions. According to Idescat, it had 8.517 inhabitants in 2018.

                                         
  Image 1: "Cool Haus" in the map. Source: authors


Image 2: "Cool Haus" in street view. Source: authors


Image 3: Lleida's population divided in districts (2018). Source: http://www.idescat.cat/poblacioestrangera/?b=10&geo=mun:251207


Image 4: Population of the Universitat neighborhood divided in age (2017). Source: https://www.paeria.es/cat/poblacio.asp


3. METHODOLOGY:
We analysed our LL looking at its surroundings; who walked by, who stepped inside and who stopped and then continued walking. Overall, we saw that mainly young people were walking by, as the Rectorat is one street below. Also, it is very close to the Episcopal school, where students from preschool to training cycles can be found. These people did not even seem to notice the presence of "Cool Haus", as they are not the public it is aimed to.
However, parents or elderly people did actually realise its presence and some of them even stopped and entered a few minutes.
We also looked at its webpage to get information about what type of business it is and how they present themselves publically, apart from their objectives. 

4. RESULTS AND DISCUSSION:
We asked ourselves this question: why would a local commerce like that want to acquire such a catchy name, if it is not really aimed to young people but to adult population (people with their own houses)?

5. CONCLUDING THOUGHTS:

The first idea we can conclude is that this is a local commerce, not a big enterprise. Therefore, it belongs to the bottom-up group when it comes to production.
In addition, even though this commerce appears to be focused in one part of the population which is mainly the adult section, they seem to be conscious about modern expression techniques and marketing, that's why they have chosen that multilingual and catchy name for its business.
This would make an impact on costumers as they look at the front wall and see the name, this would indirectly lead them to think that this commerce's functioning is adapted  to new technologies which are present nowadays.

6. REFERENCES AND WEBSOURCES:

 Cool Haus webpage: https://coolhaus.es/

Idescat: http://www.idescat.cat/poblacioestrangera/?b=10&geo=mun:251207


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