Amaro Ka Hale Kūʻai Ola by Leticia Nobell

Amaro Ka Hale Kūʻai Ola by Leticia Nobell is a highly esteemed winner of the very prestigious 2022 A' Design Award Kala in Hoʻolālā Loko Hale a me Hōʻike Competition Category.

KalaLoko Hale· 2022

Amaro Ka Hale Kūʻai Ola

by Leticia Nobell

Client: Amaro

A' Design Award Kala Winner in Loko Hale Category

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Verified Award Winner

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Colors

The Design

About Amaro Ka Hale Kūʻai Ola

Hōʻike nā hale kūʻai kino ʻo Amaro hou i kahi hōʻailona ola e hele ai, e hoʻopili ana i nā wahine i ke ʻano, ka hoʻolālā, ka ʻenehana, ka nani a me ka maikaʻi ma nā ʻano like ʻole i loko o kahi hoʻolālā wai. ʻO nā kuʻekuʻe a me nā laina wahine o ka wahine, ka maʻalahi o nā mea maka a me ka hoʻohui ʻana o ke ʻano i hoʻoikaika i kēia hoʻolālā, kahi e manaʻo ai ka mea kūʻai aku i ka hoʻokipa ʻia a hoʻokipa ʻia i kahi ākea, i ka manawa like, minimalist a waiwai, ʻenehana a ʻoluʻolu. hou a mehana, e hoʻololi i nā mea kū'ē i mea hoʻokō.

The Recognition

About the A' Design Award Kala

Ua lanakila ka hoʻolālā Amaro Ka Hale Kūʻai Ola i ka A' Design Award Kala, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kiʻekiʻe loa, nani a kupaianaha. He mau hana ʻālohilohi loa a hana noʻeau nui nā lanakila Kala e hōʻike ana i ka loea, ka makakoho a me ka ʻoi aku o ka noʻonoʻo o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Amaro Ka Hale Kūʻai Ola he hana kupaianaha, kūlana ʻoi aku, ʻoihana kiʻekiʻe a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Kala he mea hoʻokumu kūpono loa, mahalo ʻia e hāʻawi i ka pōmaikaʻi a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. He mea i ʻeleu ʻia e nā mea he nui ka hoʻolālā Amaro Ka Hale Kūʻai Ola e hoʻāla i ka makemake, lawe mai i nā manaʻo maikaʻi a hoʻāla i ka kamahaʻo a me ka mahalo.

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