Amaro Isitolo Sendlela Yokuphila ngu-Leticia Nobell

Umdwebo Amaro Isitolo Sendlela Yokuphila ngu-Leticia Nobell ungumnqobi ohlonishwa kakhulu womklomelo odumile we-2022 Umklomelo Wesiliva we-A' Design Award Esigabeni Somncintiswano se-Ukudizayina Ingaphakathi.

IsilivaIngaphakathi· 2022

Amaro Isitolo Sendlela Yokuphila

ngu Leticia Nobell

Iklayenti: Amaro

Umnqobi we-Umklomelo Wesiliva we-A' Design Award Esigabeni se-Ingaphakathi

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Umnqobi Womklomelo Oqinisekisiwe

Qinisekisa Isimo Somklomelo se-#131705

Vakashela Isayithi Buka ku-A' Design Award Isitatimende Sabezindaba Ibheji Yomklomelo

Imibala

Ukuklama

Mayelana ne-Amaro Isitolo Sendlela Yokuphila

Izitolo ezintsha ze-Amaro zikhombisa uhlobo lwendlela yokuphila yendawo okuyiwa kuyo, ezixhumanisa abesifazane nemfashini, ukuklama, ubuchwepheshe, ubuhle kanye nokuphila kahle emikhakheni ehlukene ngaphakathi kwesakhiwo esiwuketshezi. Amajika nemigqa yesifazane yowesifazane, ubulula ezintweni ezingavuthiwe kanye nokuhlanganiswa kwemvelo kugqugquzele lo mklamo, lapho iklayenti lizozizwa lamukelekile futhi lijabule endaweni okungukuthi, ngesikhathi esifanayo, i-minimalist futhi ecebile, ezobuchwepheshe futhi ethokomele, yesimanje futhi efudumele, eguqula okuphambene kube ukuphelelisa.

Ukuqashelwa

Mayelana ne-Umklomelo Wesiliva we-A' Design Award

Amaro Isitolo Sendlela Yokuphila iwinile uMklomelo Wesiliva we-A' Design Award, ukwaziswa okuhloniphekile ngokungajwayelekile okunikezwa imiklamo esezingeni eliphezulu, ebukekayo nethinta kakhulu. Abawinile beSiliva yimisebenzi egqamile kakhulu nedala kakhulu ebonisa ubungcweti obuphawulekayo, italente nobuhlakani babaklami babo. Amaro Isitolo Sendlela Yokuphila ilindeleke ukuba ibe ngumsebenzi omuhle wesibonelo, onobungcweti obuphawulekayo nezinto ezintsha ezijulile. Lo mklamo owinile uMklomelo Wesiliva we-A' Design Award uyinto entsha ebonakala kakhulu nethakazelisayo esiza futhi isunduza imingcele yobuciko, isayensi, ukuklama nobuchwepheshe. Amaro Isitolo Sendlela Yokuphila iyinto enomhawu omkhulu kuyo evusa izifiso, ilethe imizwa emihle futhi ivuse ukumangala nokuxakeka.

Ngemuva Kokuklama

Iphakheji Yabezindaba

Ama-credit, amalungu eqembu nemininingwane yobuchwepheshe ehlinzekwe ngumklami.

Izici Ezihlukile: 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.
Izilinganiso Nokupakisha: Total floor area is 1300 square meters
Amathegi: Retail, Mega Store, Fashion, Beauty, Design, Apparel, Home, Kids
Ubuchwepheshe Bokukhiqiza: 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.
Inselele Yokudweba: 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.
Ucwaningo: 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.
Ugqozi: 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.
Ubude Bephrojekthi: 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.
Ukuhamba Kokusebenza: 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.
Amalungu Eqembu: Creative Director / Designer: Leticia Nobell
Architects: Marcos Bertelli, Maria Fernanda Ornelas
Amakhredithi Ezithombe: Images # 1-5: Photographer Adriano Rodrigo Barreto Cardoso