Amaro Lifestyle Store by Leticia Nobell

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DESIGN DETAILS
DESIGN NAME:
Amaro

PRIMARY FUNCTION:
Lifestyle Store

INSPIRATION:
Fashion, Design, Technology, Comfort, Wellness, Women, Beauty, Power, those were the inspirational words echoing in our heads when we started to think about the new Design Concept for AMARO, a lifestyle destination brand, including 10 new mega stores. The curves and feminine lines of a woman, the simplicity in raw materials, and shades of pink, inspired us to create, an interesting and fluent design, where the brand's consumer would feel welcome and entertained in a space that is, at the same time, minimalist and rich, tech and cozy, modern and warm, turning opposites into complements.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Amaro is a Retail Tech brand founded in Brazil in 2012, initially focused in women apparel. Since 2020 it became a lifestyle destination brand that offers several categories including fashion apparel, beauty, home and kids. The new physical stores had to reflect this new positioning by bringing the brand destination closer to its costumers. As the clients walk through the store, they are invited to discover what is next, as the design keeps changing and reinventing the space, with several Instagrammable moments, transforming a simple shopping experience into entertainment.

OPERATION / FLOW / INTERACTION:
The design has allowed large pathways and a fluent open plan so the customer can walk through all the different areas and sections in the store. Tablets in the fitting rooms and self check out points give the customer freedom and autonomy throughout the shopping experience.

PROJECT DURATION AND LOCATION:
The project duration was 6 months, since the beginning of the design concept on January 2021 until the opening date on July 2021. The Location of this first mega store is Recife, PE Brazil.

FITS BEST INTO CATEGORY:
Interior Space and Exhibition Design

PRODUCTION / REALIZATION TECHNOLOGY:
The concept needed to reflect beauty, simplicity and flexibility. We chose raw and clean materials such as concrete, terrazzo, wood, and metal. For the Beauty category we created an interesting texture by using recyclable PVC tubes painted in pink, which hide the display structure. The furniture is light, allowing VM team to change the layout when needed. AMARO is a tech brand, constantly evolving and changing, so it is important that the store design reflects that characteristic as well.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Total floor area is 1300 square meters

TAGS:
Retail, Mega Store, Fashion, Beauty, Design, Apparel, Home, Kids

RESEARCH ABSTRACT:
We wanted to design a store that would inspire the modern women, with clean feminine lines and curves, in an entertaining and charming space. We based our research in stories of inspiring women, that were able to influence the concept with their personal taste for fashion, design and art.

CHALLENGE:
The biggest challenge of this project was to create a concept that would be able to communicate the new AMARO positioning as a destination lifestyle brand, including different categories. The new design would have to attract and impress all kinds of women, with different ages and from different cities. Brazil is a very diverse country so we wanted to create unique areas that would reflect the architecture or vibe of the city in which the project is located, providing personality to each new store.

ADDED DATE:
2021-10-01 01:13:29

TEAM MEMBERS (2) :
Creative Director / Designer: Leticia Nobell and Architects: Marcos Bertelli, Maria Fernanda Ornelas

IMAGE CREDITS:
Images # 1-5: Photographer Adriano Rodrigo Barreto Cardoso

Visit the following page to learn more: https://leticianobell.com
CLIENT/STUDIO/BRAND DETAILS
NAME:
Amaro

PROFILE:
AMARO is a Retail Tech founded in Brazil in 2012, and became a lifestyle destination brand that offers several categories including fashion apparel, beauty, wellness, home and kids since 2020. So, the new physical stores had to reflect this new positioning and bring the brand closer to its consumers, women aged 25 to 50. AMARO is an agile and versatile brand that connects to the modern women lifestyle.

NOMINATION DETAILS

Amaro Lifestyle Store by Leticia Nobell is a Nominee in Interior Space and Exhibition Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

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AWARD DETAILS

Amaro Lifestyle Store by Leticia Nobell is Winner in Interior Space and Exhibition Design Category, 2021 - 2022.



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