Amaro የአኗኗር ዘይቤ መደብር by Leticia Nobell is a highly esteemed winner of the very prestigious 2022 A' Design Award የብር ሽልማት in የውስጥ ማስዋብ ዲዛይን Competition Category.

ብርውስጥ ማስዋብ· 2022

Amaro የአኗኗር ዘይቤ መደብር

by Leticia Nobell

Client: Amaro

A' Design Award የብር ሽልማት Winner in ውስጥ ማስዋብ Category

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The Design

About Amaro የአኗኗር ዘይቤ መደብር

አዲሶቹ አማሮ አካላዊ መደብሮች ሴቶችን ከፋሽን፣ ዲዛይን፣ ቴክኖሎጂ፣ ውበት እና ጤና ጋር በማገናኘት የመዳረሻ የአኗኗር ዘይቤን ያንፀባርቃሉ። የሴቲቱ ኩርባዎች እና አንስታይ መስመሮች, የጥሬ እቃዎች ቀላልነት እና የተፈጥሮ ውህደት ይህንን ንድፍ አነሳስቷቸዋል, ደንበኛው እንኳን ደህና መጣችሁ እና የሚዝናናበት ቦታ, በተመሳሳይ ጊዜ, አነስተኛ እና ሀብታም, ቴክ እና ምቹ. ዘመናዊ እና ሙቅ, ተቃራኒዎችን ወደ ማሟያዎች በመቀየር.

The Recognition

About the A' Design Award የብር ሽልማት

Amaro የአኗኗር ዘይቤ መደብር የA' Design Award የብር ሽልማት አሸናፊ ነው፤ ይህም ለምርጥ ደረጃ፣ ውብ እና አስደናቂ ዲዛይኖች የሚሰጥ ያልተለመደ ከፍተኛ ክብር ያለው እውቅና ነው። የብር አሸናፊዎች የዲዛይነሮቻቸውን የላቀ ልምድ፣ ተሰጥኦ እና ጥልቅ ማስተዋል የሚያሳዩ እጅግ ብሩህ እና እጅግ ፈጠራ የተሞላባቸው ሥራዎች ናቸው። Amaro የአኗኗር ዘይቤ መደብር እጅግ ሙያዊና ጥልቅ ፈጠራ የተሞላበት አስደናቂ ማሳያ ሥራ እንደሚሆን ይጠበቃል። ይህ የA' Design Award የብር ሽልማትን ያሸነፈ ዲዛይን የኪነ ጥበብ፣ የሳይንስ፣ የዲዛይን እና የቴክኖሎጂ ድንበሮችን የሚጠቅምና የሚያስፋፋ ትኩረት የሚስብ፣ የሚደነቅ ፈጠራ ነው። Amaro የአኗኗር ዘይቤ መደብር ፍላጎትን የሚቀሰቅስ፣ በጎ ስሜት የሚያመጣ እና መደነቅንና መገረምን የሚያቀጣጥል በብዙዎች የሚቀኑበት ፈጠራ ነው።

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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.
Dimensions & Packaging: Total floor area is 1300 square meters
Tags: Retail, Mega Store, Fashion, Beauty, Design, Apparel, Home, Kids
Production 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.
Design 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.
Research: 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.
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.
Project Duration: 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.
Operation Flow: 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.
Team Members: Creative Director / Designer: Leticia Nobell
Architects: Marcos Bertelli, Maria Fernanda Ornelas
Image Credits: Images # 1-5: Photographer Adriano Rodrigo Barreto Cardoso