INTRODUCTION

We focus our target customers on shopping malls and supermarkets. Put our products
in the mall to construct a comfortable green space, which can not only beautify the
environment, but also provide a comfortable rest space for shoppers. When people are
shopping, they can use our products to rest, communicate with others, and improve the
shopping experience.

COMPANY INFORMATION
Urban Canopee proposes a new approach: going back to basics and connecting with
nature. This gives the users the feeling of being transported to a cozy and relaxing place
while helping fight environmental issues. Unprecedent foodlings in Belgium and
Germany, sudden wildfires in the US all have occured just in 2021. Global warming is
not more a cautionary a tale, but it is a reality and it is happening right now as we speak.
Our planet is our home and we need to take care of it, so why not do it with style?
Urban canopee’s corolles blend in smoothly infferent architectures as thanks to its
versatile design. Also, the wide variety of plants and flowers that they offer can be
customized to perfectly match the user’s preferences and the climate.

SENTIMENT ANALYSIS
According to the sentiment analysis, the keywords used for the sentiment analysis were:
“conviviality”, “break the routine”, “connect with nature”. Overall, the three of these
have a higher number of posts with positive sentiment.
For “conviviality” we can observe that sharing moments with more people is an
inherent human need. Sharing a meal, playing a sport or even engaging in a
conversation. No matter the age, gender or cultural background, feeling a part of a group
and being valued can help someone feel better. (APPENDIX A)
For “break the routine”, we found that more and more people dislike the fast-paced life.
They tend to feel more energy and get a breath of fresh air, especially going to places
with green landscapes and vegetation as plants create a comfortable environment,
where people can relax and relieve anxiety. (APPENDIX B)
Finally, we have “connect with nature”, as mentioned before there is a strong link with
mental wellbeing and nature. As seen on the posts, people search for peace in nature
but not everyone can afford to take vacations or find enough time to go on a weekend
getaway to the forest, especially in highly urbanized areas. (APPENDIX C)

RESEARCH
Green plants help people to relieve anxiety. The decoration of shopping malls with
Urban Canopee products can make consumers feel relaxed about the shopping
environment, which can be distinguished from the environment of other competitive
shopping malls. Shopping environment is also an important factor in consumer choice,
which helps malls attract and maintain more consumers and ultimately increase market
share.
https://www.sciencedirect.com/science/article/pii/S2444883418300445
So according to this report, it shows that the presence of artificial plants increased
approaching behaviors. It can also be said that if a mall has a green landscape, then
customers are more likely to be attracted which translates in more purchases being made
and as a consequence more profit.

BRAND VALUE
Breaking the routine of “metro”, “boulot”, “dodo” by offering users a place to scape
routine and feel relaxed. Urban Canopee can turn a mere place to shop into a place to
connect with their loved ones and with nature.
In addition, in recent years, environmental protection has increasingly become a matter
of concern to people. If a shopping mall has done enough greening measures and used
it as a promotional point, it will be easier to arouse discussion on the Internet and attract
more consumers.

STORYTELLING
For our consumers, we hope to bring them more traffic through our products. When we
carefully decorate the green space in the mall, it will make shoppers feel cordial and
energetic, which will invisibly shorten the distance with the business. Customers will
stay longer in the mall, and they will have the opportunity to see more products, make
more consumption, and bring more benefits to the merchants.
For our end users are shoppers in large shopping malls, especially those who feel lonely
and frustrated by today’s shopping atmosphere. As buyers, we do have more and more
convenient ways to shop, but technological progress seems to have taken us to the other
extreme, indifference, no communication, and lonely shopping experience. Putting the
plant canopy in a large shopping supermarket may optimize the shopping atmosphere.
For example, old people can rest under the plant canopy when they are tired, children
can play below, and young people can chat in the plant canopy. In this way, the
supermarket will no longer become cold, and shoppers will rediscover the atmosphere
of shopping in the old market, which is a warm, natural and comfortable atmosphere.

POSTS
In order for merchants to perfectly integrate with our products, we can provide a variety
of plants so that merchants can design various themes based on these plants. For
example, the combination of jewelry exhibition and flowers, dining and grassland.
For the user's feelings, we will design posters to tell Lucas' different shopping
experiences in old markets and modern shopping malls, as well as the novel feelings
brought to him by the plant shed. (APPENDIX D)

CONCLUSION
All the research we have done is to let everyone notice that the modernization process
not only damages our planet, but also our living environment, it also separates people
and is surrounded by a sense of alienation. Therefore, Urban Canopee's products are
not only a rescue of the environment, but also a bridge to re-establish friendly relations
between humans and society.
APPENDIX A
“Conviviality”
APPENDIX B
“break the routine”
APPENDIX C
“Connect with nature”
APPENDIX D