Amaro Лайфстайл Крама by Leticia Nobell is a highly esteemed winner of the very prestigious 2022 Срэбная прэмія A' Design Award in Дызайн інтэр'ераў і выставачных прастор Competition Category.

СрэбраІнтэр'ер· 2022

Amaro Лайфстайл Крама

by Leticia Nobell

Client: Amaro

Срэбная прэмія A' Design Award Winner in Інтэр'ер Category

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Colors

The Design

About Amaro Лайфстайл Крама

Новыя фізічныя крамы Amaro адлюстроўваюць брэнд прызначэння стылю жыцця, звязваючы жанчын з модай, дызайнам, тэхналогіямі, прыгажосцю і аздараўленнем у розных катэгорыях у рамках плыўнага макета. Выгібы і жаноцкія лініі жанчыны, прастата сыравінных матэрыялаў і інтэграцыя прыроды натхнілі гэты дызайн, дзе кліент будзе адчуваць сябе жаданым і забаўляльным у прасторы, якое адначасова з'яўляецца мінімалістычным і багатым, тэхналагічным і ўтульным, сучасны і цёплы, ператвараючы супрацьлегласці ў дапаўненні.

The Recognition

About the Срэбная прэмія A' Design Award

Amaro Лайфстайл Крама — пераможца Срэбнай прэміі A' Design Award, надзвычай прэстыжнага прызнання, якое прысуджаецца дызайнам вышэйшага класа, цудоўным і ўражальным. Срэбныя пераможцы — гэта надзвычай бліскучыя і вельмі творчыя працы, якія ілюструюць выдатную кампетэнтнасць, талент і праніклівасць сваіх дызайнераў. Чакаецца, што Amaro Лайфстайл Крама — гэта цудоўная, паказальная праца, надзвычай прафесійная і глыбока інавацыйная. Гэты дызайн, што атрымаў Срэбную прэмію A' Design Award, — вельмі значнае, вартае захаплення вынаходніцтва, якое прыносіць карысць і пашырае межы мастацтва, навукі, дызайну і тэхналогій. Amaro Лайфстайл Крама — гэта твор, якому шмат хто зайздросціць, што абуджае жаданні, дорыць пазітыўныя пачуцці і запальвае здзіўленне і захапленне.

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