Amaro Lifestyle Winkel door Leticia Nobell

Het ontwerp Amaro Lifestyle Winkel door Leticia Nobell is een hoog aangeschreven winnaar van de zeer prestigieuze 2022 A' Design Award in Zilver in de competitiecategorie Interieur en Tentoonstellingsontwerp.

ZilverInterieur· 2022

Amaro Lifestyle Winkel

door Leticia Nobell

Opdrachtgever: Amaro

Winnaar van de A' Design Award in Zilver in de categorie Interieur

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Kleuren

Het Ontwerp

Over Amaro Lifestyle Winkel

De nieuwe fysieke winkels van Amaro weerspiegelen een lifestyle-merk dat vrouwen verbindt met mode, design, technologie, beauty en welzijn in verschillende categorieën binnen een vloeiende lay-out. De rondingen en vrouwelijke lijnen van een vrouw, de eenvoud in grondstoffen en de integratie van de natuur inspireerden dit ontwerp, waar de klant zich welkom en vermaakt zal voelen in een ruimte die tegelijkertijd minimalistisch en rijk, technisch en gezellig is. modern en warm, waardoor tegenstellingen complementair worden.

De Erkenning

Over de A' Design Award in Zilver

Amaro Lifestyle Winkel is winnaar van de A' Design Award in Zilver, een buitengewoon prestigieuze erkenning die wordt toegekend aan topontwerpen die prachtig en indrukwekkend zijn. Winnaars in Zilver zijn enorm briljante en uiterst creatieve werken die de uitmuntende expertise, het talent en de scherpzinnigheid van hun ontwerpers illustreren. Amaro Lifestyle Winkel wordt verwacht een prachtig paradepaardje te zijn dat opmerkelijk professioneel en diepgaand innovatief is. Dit ontwerp dat de A' Design Award in Zilver heeft gewonnen, is een hoogst opmerkelijke, bewonderde uitvinding die baat en de grenzen van kunst, wetenschap, ontwerp en technologie verlegt. Amaro Lifestyle Winkel is een zeer benijde creatie die verlangens oproept, positieve gevoelens brengt en verbazing en verwondering doet ontvlammen.

Achter het Ontwerp

Perskit

Credits, teamleden en technische details verstrekt door de ontwerper.

Unieke Eigenschappen: 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.
Afmetingen & Verpakking: Total floor area is 1300 square meters
Tags: Retail, Mega Store, Fashion, Beauty, Design, Apparel, Home, Kids
Productietechnologie: 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.
Ontwerpuitdaging: 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.
Onderzoek: 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.
Inspiratie: 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.
Projectduur: 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.
Werkproces: 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.
Teamleden: Creative Director / Designer: Leticia Nobell
Architects: Marcos Bertelli, Maria Fernanda Ornelas
Beeldcredits: Images # 1-5: Photographer Adriano Rodrigo Barreto Cardoso