In the current economic and social environment, the use of innovation from a strategic approach is key to ensuring competitiveness and fundamental in every enterprise. That is why IED Barcelona has launched a master’s degree in “Innovation Strategies and Entrepreneurship”. In this context Miquel Àngel Julià, design director of GRUP IDEA, was invited to teach a master class on the topic where he is an expert: Retail and product design. Through 10 questions and the participation of students, a mental map was created to understand and demonstrate that Retail itself is a communication tool for brands. The students made visits to different Concept Stores of Barcelona to live the experience themselves, from a critical perspective; of what are the differential elements used by the brands to create experiential communication spaces beyond the retail spaces.