Amaro Kawsay Rantinapaq Wasi by Leticia Nobell is a highly esteemed winner of the very prestigious 2022 A' Design Award Qullqi Premiu in Ukupi Kamay Competition Category.
QullqiUkupi· 2022
Amaro Kawsay Rantinapaq Wasi
Client: Amaro
A' Design Award Qullqi Premiu Winner in Ukupi Category
Verified Award Winner
Verify Award Status for #131705The Design
About Amaro Kawsay Rantinapaq Wasi
Amaroq mushaq rantiy wasinkunaqa huk kawsay estilopa markan, warmikunata modawan, diseñowan, tecnologíawan, sumaq kaywan, allin kawsaywan tantachin imaymana categoriaskunapi huk fluido diseñopi. Warmiq muyuynin chirumanta, sanu materialkuna simplemanta, Pachamamaq tantachasqa kay diseñota kallpachan, chaypiqa rantiqqa allinta chaskisqa kusikusqa ima sentekun huk espaciopi minimalistapas qhapaqpas, tecnológicopas sumaq q'oñipas, mushaqpas q'oñipas, chiqniqkunata complementoman tikrachispa.
The Recognition
About the A' Design Award Qullqi Premiu
Amaro Kawsay Rantinapaq Wasi A' Design Award Qullqi Premiu mishak kan, ancha jatun yupaychay, kayta hanak, sumak shinallatak mancharina diseñukunaman kun. Qullqi mishak kashkakunaka ancha achikyaska shinallatak ancha mushuk ruraykunami, paykunata rurakkunapak yachayta, yuyayta shinallatak ushayta rikuchinku. Amaro Kawsay Rantinapaq Wasi ruray yachak, ñawpak shinallatak mushuk yuyayta charik sumak rurashka kanata munanku. Kay Qullqi Premiu japishka diseñuka ancha riksishka shinallatak yupaychashka yuyay kan, arti, siensia, diseñu shinallatak tekinolojía ñawpak ñankunata kichuk. Amaro Kawsay Rantinapaq Wasi achka runakunapak munashka rurashka kan, munayta kallarichin, alli yuyaykunata kun shinallatak mancharichin.
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
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