RETAIL DESIGN – Public Markets and Stores Pop Up

In an era of consumer awareness, lifestyle and desires focused on customization,marketing professionals, architects, interior designers, retail designers, entrepreneurs are challenged to create retail spaces as destinations that transcend the traditional act of purchase. In this sense, retail concepts suffer transformation every day.

Authenticity found in traditional markets is the inspiration for remake in large markets. Market in the quiet village of Gap in the French Alps.

Public Market

Following concepts of nostalgia and authenticity of small towns, public marets has undergone structural upgrade in large urban centers.

Today, Old Spitalfields Market is responsible for the revitalization of East London as one of the coolest areas of the city.

The creative layout ensures the unique experience of visual merchandising, favoring the interaction of a variety of customers and products.

Organic Gastronomy is one of the forces of attraction in big markets.

Taking advantage of large spaces, the variety of sectors – fashion, antiques, food, design – summarizes a series of parallel sectors, which cohabit in the retail space.

Interesting interactive window installations occupy the space in public markets.

In addition to exhibitors in booths, the popularity of the market  set up has attracted permanent projects of funky shops, revitalizing urban areas, previously considered marginal and devalued.

Sophisticated, the  footwear brand Dr. Marteens concept store uses recycled elements for its interior. Old Spitalfields Market, London.

In Brazil, the concept of markets is also renewed. The Mercadinho Chic , mini-exhibitions in brazilian capitals, value criteria such us the selection of new designers in fashion and contemporary design.

The Mercadinho Chic, coming from the Mercado Mundo Mix retail events, inovates the scene of cool Brazilian retail, promoting new brands and new entrepreneurs in the cities where it occurs (Curitiba, Florianopolis, Fortaleza, São Paulo).

POP UP STORE

Pop Up Stores use unusual urban spaces, temporary set ups, unusual visual merchandising and selection of unique products, for representing brand exclusivity.

Japanese brand Uniqlo , currently focused on global expansion ofeten uses Pop Uo units to promote exclusive branding . Uniqlo in London.

Pop Up Stores are characterized by innovative design and logistics, favoring lower investment allocation of brands in temporary projects. This is the ideal strategy for brands to work with design elements and recyclable alternatives.

Nike Pop Up Shop in a boat, promotes selected products from Nike along the river Seine. Nike Store, Paris.

Besides low cost, Pop Up Stores promote other good strategies for brands: the promotion of limited supplies, the acceptance testing of new releases, the interest of permanent store on site.

The Schutz brand of Arezzo, used the concept of temporary pop up store at the headquarters of Oscar Freire, SP, and Garcia d’Avila, in Rio. The success of temporary projects were transformed in permanent stores.

Take the opportunity to comment, ask questions and learn more about RETAIL DESIGN, writing for contato@lifeandstyle.com.br

RETAIL DESIGN – Flagship Stores, Boutiques and Multibrands

The first time I heard the term RETAIL DESIGN was a course of ARTS UNIVERSITY OF LONDON . This post is a summary of retail concepts, from research and experience in the design of projects in Brazil and abroad.

Direct result of the historical development of retail, the challenge to unite global positioning and consumer individual style, RETAIL DESIGN appropriates multidisciplinary concepts such as marketing, fashion, architecture, art, technology, sustainability, wellness,  transforming customers into faithful followers of the brands they choose to consume.

FLAGSHIP STORES

Brands with market presence, focused on processes of expansion, usually have a shop FLAGSHIP shops. There institutional identity, unique products, merchandising concepts, architectural language specialist meet.

Able to suggest the most complete consumer experience, FLAGSHIP shops focus on:

Institutional Identity. Flagship stores house the basic concepts of identity and expansion of the brand globally.

Louis Vuitton is one of the brands that invest more in Flagship Retail Design around the world. Louis Vuitton Flagship, Ginza, Tokyo.

Exclusive products. Careful selection of products that reflect the concepts of uniqueness suggests the status of owning an authentic piece.

Exclusive line created in 2003 by Takashi Murakami, Japanese designer, brought humor to highlight exclusive products for Louis Vuitton.

In Brazil,  Osklen the brazilian cool chic brand reflects the concept of Brazilianness in exclusive collections of pordutos in the  Rio and  São Paulo Flagship stores.

Layout and architecture unifies the spirit of Brazilian products in cool Flagship projects . Flagship in Ipanema, Rio de Janeiro.

Flagship Osklen. Soho, NY.

Identity Design. Sensual elements unify the language of corporative style – decorative elements, furniture, music, staff dress code  - strengthen the brand values.

COLOUR, one of the most important elements used in Retail Design, defines the presence and customer interest. 

Flagship Havaianas, Oscar Freire, São Paulo.

Visual Merchandising. Functionality, narrative, emphasis on aesthetics, interactivity with products, ensure the achievement and customer loyalty.

Nike celebrates life and career of Swiss tennis champion Roger Federer in Flagship brand in London. Technology and visual merchandising are used to seduce clients. Nike Flagship, Regent Street, London.

Personalized Service. Specialized consultancy is provided to suit each style of client.

In an age of virtual popularity, personal contact is one of the differentials of the stores to make customer visit retail spaces. Nike Flagship, Oscar Freire, São Paulo.

SERVICE X CONSULTING. Trained specialized consultants sell based on knowledge and relationship with customer.

Knowledge and individual contact. Key point in relationship between brand and consumer. Apple Flagship, Shanghai.

BOUTIQUES

The concept of BOUTIQUE is constantly reinvented since the rise of single-brand stores in 70′s.

In the historic district of Marais, brands bet on the authenticity of the local architecture. NikeID Boutique, Paris.

Today, Boutiques in smaller spaces marks the essence of style. Often taking advantage of charm and distinction of pre-existing local architecture, shops are confortable spaces to discover.

The interior of the store combines retro style and modernity. NikeID Boutique, Marais, Paris.

Use of space associates original material innovation to aesy flow solutions of visitors.

Natural design (stones in the photo) and industrial (steel in fixtures), suggests the concept of relaxed minimalism, the spirit of the Spanish footwear brand.Camper Boutique. Soho, NY.

Contrasts of old and new, baroque and minimalism, functionality and art, natural and industrial design, create practical solutions for architecture in the new merchadinsing Boutique.

The Boutique Aquim uses the concept of niches to store chocolates as precious pieces of jewelry. Rua Garcia d’Avila, Rio de Janeiro.

 

MULTI BRANDS

They are great spaces that bring together various brands in one place, in privileged addresses in cities around the world.

In 1893 Gallerie Lafayette, the first multi-brand was opened in Paris. Designed to attract passing traffic with the innauguration of of St. Lazaire Opera train station, it is one til today of the most visited Multibrands in the world. Boulevard Haussman, Paris

 

Planned in urban areas, fashion, design, accessories, beauty, cosmetics, homeware, stationery, MULTI selling spaces attract great range of visitors.

The traditional Liberty was so remarkable that it became synonimyn of a decorative art style, characterized by the ornate design of the turn of the century.  Regent Street, London.

To distinguish the effect of massive shopping malls, MULTIBRANDS  invest in complex visual merchandising, combining sophistication and functionality.

Brands are distributed in lay out of section and lifestyle, providing a smooth feeling when shopping. Liberty, London.

Façades of large windows are famous for its daring and innovation projects in visual merchandising.

Selfridges, often invites designers to ‘dress’ their windows, appreciated as true by the public art installations. London.

Installation-showcase. Selfridges, London.

Take the opportunity to comment, ask questions and learn more about RETAIL DESIGN, writing for contato@lifeandstyle.com.br

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Design of Concept Stores – Oscar Freire Street, São Paulo

At a time when brands go into the way of globalization at the same time they get popular, they take a risk of becoming “commodities” standardized into the eye of the consumer searching for style and difference.

As consultant for concepts and execution of concept store projects, I take research trips to identify signs of new possibilities in the areas of experience consumption for differentiation and perpetuation of Lovemarks.

One of the initiatives of the state of the art brands to overcome massification danger is the investment in store projects repositioning of the brand, with differentiation in the décor, in the variety and exclusivity of products, location in fashionable streets. So, this way, brands can seek, simultaneously, selling in mass retail points and guarantee the differential, exclusiveness and attracting a more demanding public, exclusivist, with high potential for buying.

Fresh air shopping fever on a Saturday afternoon on the corner of Oscar Freire and Hadock Lobo streets.

In November 2009, I´ve been on Oscar Freire St., the most exquisite and sophisticated shopping street in São Paulo. There I  checked on some concept shopping experience novelties.

 ADDRESS OF STYLE

Even if shopping centers atracts its public, high street shops are back in drawing a lot of specific consumer´s attention.

The wish for open sky shopping makes people want to change from the air conditioning in-closed spaces and parking spots for the fun and excitment of outdoors high street shopping addresses.

Lojas, cafés, restaurantes, galerias estimulam o convívio de rua.

Waves of self gratification, optimism and savoir vivre are good impulse for self steem and of course consuming habits.

Vitrines sinalizam com suas cores a energia e a superação dos tempos de crise.

 WINDOW SHOPS

Front windows and façades are each day powerful instruments for attracting consumers in search of sensitive and aesthetics experiences.

The recent reopened NIKE shop presents fantastic ideas to conquer new desires. First, three different shop façades are available at the switch of an eletronic device.

 

Wooden sophisticated façade.

 

Grafitti design in movement suggests the connection with retail and art.

The third façade resembles an art contemporary canvas.

 

The Melissa Gallery is a landmark on shopping experience. The theme façade is changed at every 3 months which draws the attention of a potential consumer public. At this time the entrance of the shop hosts a human sized Barbie doll exhibition

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At the East Pak window, a grafitti artist shows all his expertise customizing bags and accessories that can be bought right away.

 

Pure sofistication on the Monalisa façade of the traditional Cristallo bakery, one of the hottest hang outs for the trendy Oscar Freire lovers.

AMBIENCE

Concept shops unite nature, high technology, lifestyle, and create ambiences that balance contrast and good taste.

Natures invades the saloon of Almanara restaurant, one of the best arab gastronomy experiences in town.

Technology influences the concept on the Nike shop interior.

 

Lighting effects are connected to the ambience louge music. The sync between light and sound stimulate the curiosity of  bypassers to the interior of the shop.

 

An inviting french style black couch invites  welcomes customers at the entrance of Cavalera shop.

 

A red back natural lit wall draws sofistication to the interior of Cavalera interior.

BRAND (RE)POSITIONING

Besides, selling concept shops also have the institutional mission of repositioning the brand. Educate consumers for novelties to come and present avant-garde services and products make part of concept shops DNA.

 

Nike inovates its visual merchandising. For the first time,  the new casual fashion line of the brand is positioned at the entrance of the shop, taking the place of the brand sportscollection, now shown at the back of the interior

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CIRCULATION, EXHIBITION, NARRATIVE

The exhibition, circulation and narrative of concept shops resemble the setting of an art gallery, where an interesting story must be PERCEIVED by the visitor. A careful visual merchandising display allows the desired narrative of interest and surprise, adding value to the buying experience.

 

The HAVAIANAS concept shop is a great example of perfect circulation and impecable narrative storytelling of the brand. Natural light, green vegetation, helps the client loose track of how much time (and money!) he spends in the shop.

 

In this container, the brand shows the exportation collections that can be only bought in markets outside Brazil.

 

In another section, the brand shows the first model of sucess of the brand created in 1962, inspired in japanese rice fibers. That´s also the opportunity to explain the reason for the rice seeds that mark sole of the sandle that 40 years later conquered the world! A perfect branding concept example of sucess.

The whole shop is a mix of discover and amusement for the visitor.

`DO IT YOURSELF`

One of the biggest trends in concept sopping is inviting the customer to take part in the product creative process. The ARTIST-CLIENT attract through customization and personal preferences.

 

Customization is a great triumph for attaracting creative and demanding customers for individual style.

 

NIKE has a service where you can customize t-shirts using the brands iconic snickers models. A way for people to exercise their artistic designer skills!

 

HAVAIANA sandles can be customized and bought at a matter of minutes. Noone will have one like yours!

ART AND RETAIL

Nohing more sophisticated than art objects and  installations to distinguish special  retail experiences and ambiences. ART has each day a bigger inflence in consumerism and retail. Besides inviting renowed artists to develope and sign limited edition collections (Madonna for HM, Stella McCartney for Adidas), brands invite distinguished  architects to promote interior design experiences.

The HOLGA iconic russian camera, a  fever in the 80´s with its colored effect filters, is sold bu the fashion items at Cavalera

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The original Sepultura rock band set of drums is temporarily exhibited at the windows of Cavalera.

 

Grafiti artists have been invited to leave their art at the walls of East Pak shop.

 

At the ladies room, girls are invited to leave messages at the walls.

A great trend to be followed are the shops that promote temporary art exhibits in their interior, drawing interest of a special kind of consumer. At the same time that brands are known to promote new and innovative art, artists have an opportunity to promote (and sell!) their individual work.

SERVICE   X   CONSULTING

The service in concept shops is also an important point of difference in the eyes of the consumer, who look each day for more personal relations. Intimancy and cumplicity mark a consulting service, where the professional must assist the unique and individual needs of each customer. A well trained staff of professionals can use good stories and conquer the most demanding customer in search for emotion, surprise and memories.

The buying / selling  trade relation is over taken by an experience of cumplicity and trust.

This post shows the boom of concept shops in one the most sophisticated retail address in Brazil.

Here, I sellected LOVEMARKS that offer much more than the retail opportunity: they offer the experience of emotion, surprise, mistery, good stories and personal consulting on Oscar Freire street, one of the hyppe address of the world today.

By the time I went back home, I noticed I was carrying some bags – a true proof that the concept shops I visited didn´t sell only a state of spirit, self gratification and welbeing…the main idea of the ´concept shop experience´that I research and help promoting, is a proposal of the selling as a direct and natural consequence of a memorable and individual experience.

This is the way of contemporary retail in Brazil and in the world today.

Le Lis Blanc

Nike

Galeria Melissa

Eastpak

Cavalera

Havaianas

Cristallo

Almanara

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RIO HOT SPOTS

RIO  HOT  SPOTS was created as a special treat to the VIP clientele of a special concept shop project designed in Rio de Janeiro, Brazil.

As a retail project focused on hosting international contemporary clientele, customers ended up asking for the staff’s personal tips on where to go, where to shop, where to see brazilian authentic art and design. That’s when I had the idea of designing a personal customized guide of hot places to go and see in the Wonderful City.

Always having unforgetable and memorable experiences in mind, the following tips are focused on a sopphisticated and natural way to have the most of fun in one of the most beautiful cities in the world!

Relax and Enjoy the tailored tips bellow!

LUNCH

FORNERIA SÃO SEBASTIÃO

www.restauranteforneria.com.br

RUA ANIBAL DE MENDONÇA, 112. IPANEMA. TEL. 2540-8045.

Great meals served by a friendly staff in a minimalist ambience.

KILOGRAMA

www.kilograma.com.br

AVENIDA VISCONDE DE PIRAJÁ, 644 – IPANEMA. TEL. 512-8220.

Typical Brazilian  “by the weight” style buffet, where plate is charged by the amount of food selected. Perfect for fast meals.

MARKET IPANEMA

www.marketipanema.com.br

RUA VISCONDE DE PIRAJA, 499. IPANEMA. TEL. 3283-1438.

Organic food, contemporary décor and homy atmosphere. Great selection of natural juices. Also opened for dinner.

GULA GULA

www.gulagula.com.br

AV. HENRIQUE DUMONT, 57- IPANEMA. TEL. 2259-3084.

Perfect stylish destination for light meals after the beach or late afternoon lunch. Restaurant located in a typical colonial house in Ipanema.

APRAZÍVEL

www.aprazivel.com.br

RUA APRAZÍVEL, 62. SANTA TEREZA. TEL. 2507-7334.

Trendy contemporary Brazilian fusion cuisine where the chef hosts the guests herself. The house used to be her home. A great table in the outside overlooks the beautiful Guanabara Bay and downtown Rio lights at sunset. Being located in SantaTereza, it is advised to take a taxi that is acquainted with the surroundings, as the restaurant is located in a small side road.

SEA FOOD

SATYRICON

www.satyricon.com.br

RUA BARÃO DA TORRE, 192 – IPANEMA. TEL.2521-0955.

Renowned exclusive restaurant. One of Madonna’s favorite during her stay in Rio.

SIRI MOLE

www.sirimole.com.br

RUA FRANCISCO OTAVIANO, 50. COPACABANA. TEL. 2523-4240.

Typical Brazilian restaurant and great quality good.

BARBECUE / BRAZILIAN

PORCÃO RIO’S

www.porcao.com.br

AV. INFANTE DOM HENRIQUE, S/N. – ATERRO DO FLAMENGO. TEL. 2554-8535.

One of the most diverse options of gastronomy in one place: salads, Japanese, Arab, seafood, barbecue options. Astonishing view from Guanabara Bay with Sugar Loaf in the back.

ESPAÇO BRASA LEBLON

www.espacobrasa.com.br

AV. AFRÂNIO DE MELO FRANCO, 131 – LEBLON. TEL. 2239-4491.

Contemporary barbecue venue with diverse options and international choices.

GIUSEPPE GRILL

www.bestfork.com.br/giuseppegrill/leblon/

RUA BARTOLOMEU MITRE, 370. LEBLON. TEL. 2249-3055.

Brazilian fusion cuisine with contemporary style.

CASA DA FEIJOADA

www.casadafeijoada.com.br

RUA PRUDENTE DE MORAIS, 10- IPANEMA. TEL.2247-2776.

Rustic typical Brazilian restaurant.

CONFEITARIA COLOMBO – (on Saturday for typical brazilian ‘feijoada’)

www.confeitariacolombo.com.br

AV. GONÇALVES DIAS, 32. – DOWNTOWN. TEL. 2505-1500

Worth a visit for its art nouveau decor dated from the beginning of 20^th. Century.

Have a feel of colonial Brazilian architecture and gastronomy!

ATLANTIS (on Saturday)

www.accorhotels.com.br

AV. ATLANTICA, 4240 – COPACABANA (HTL. SOFITEL). TEL. 2525-1232

Renowned for its great service. With live samba music.

BISTRÔ

CONFEITARIA COLOMBO

www.confeitariacolombo.com.br/forte.swf

FORTE DE COPACABANA –TEL. 3201-4049.

Unique for its location on the tip of Copacabana beach fortress, offers astonishing view of Sugar Loaf and Copacabana Bay.

ITALIAN

STRAVAGANZE

RUA MARIA QUITÉRIA, 132 – IPANEMA. TEL.2523-2281.

Contemporary decor, great service. Old stylish ovens bake pizzas at your sight.

CAPRICCIOSA

RUA MARIA ANGÉLICA, 35 – JARDIM BOTÂNICO. TEL. 2527-2656.

Trendy pizza place with vast wine choices.

DINNER

CARLOTA

www.carlota.com.br

RUA DIAS FERREIRA, 64 – LEBLON. TEL.2540-6821.

Intimacy and uniqueness. Chef Carla Pernambuco prepares the meal in a very artistic way.

GERO

www.fasano.com.br

RUA ANIBAL DE MENDONÇA, 157 – IPANEMA. TEL. 2239-8158.

One of the most exclusive high-end restaurants in Rio. Great service and exquisite gastronomy.

BAR d’ HOTEL

www.marinaallsuites.com.br

AV. DELFIM MOREIRA, 696 – LEBLON. TEL.2540-4990.

Located at the Marina All Suites Hotel mezzanine, features contemporary decor, and exclusive gastronomy. Trendy hang out for drinks, dinner before night out. One of Naomi Campbell’s favorites in Rio.

ZAZÁ BISTRÔ

www.zazabistro.com.br

RUA JOANA ANGÉLICA, 40 – IPANEMA. TEL. 2247-9101.

Intimacy and ethnical flair distinguish this Thai, Brazilian fusion gastronomy restaurant.

BAZZAR

www.bazzar.com.br

RUA BARÃO DA TORRE, 538 – IPANEMA. TEL. 3202-2884.

Contemporary menu, minimalist decor, friendly atmosphere and service. Great for relaxed afternoon lunches. Also super for romantic dinners.

ZUCA

www.zuca.com.br

RUA DIAS FERREIRA, 233 – LEBLON. TEL. 3205-7154.

International fusion cuisine, contemporary décor, great service. Located in one of the trendiest streets in Leblon. Where you find all sorts of restaurants, bistros, with hype atmospheres.

MARGUTTA

www.margutta.com.br

AV. HENRIQUE DUMONT, 62 – IPANEMA. TEL. 2259-3718

One of the pioneers in Nothern Italian cuisine. The deco is elegant and the setting is discreet, making it the perfect place for dinner or a celebration of a successful business deal.

JAPANESE

SUSHI LEBLON

www.sushileblon.com.br

RUA DIAS FERREIRA, 256 – LEBLON. TEL. 2512-7830

The hippest ethnical restaurant in town, hang out for artists, designers, publicists, trendy people who enjoy seeing and be seen.

TENKAI

www.tenkai.com.br

AV. PRUDENTE DE MORAES, 1810 – IPANEMA. TEL: 2529-2783

Contemporary and minimalist décor restaurant. Ethnical exclusive gastronomy. Great for special dinners.

BY NIGHT

VINICIUS PIANO BAR

www.viniciusbar.com.br

RUA VINICIUS DE MORAIS, 39 – IPANEMA. TEL 2523-4757.

Brazilian Bossa Nova music perfomances.

RIO SCENARIUM

www.rioscenarium.com.br

RUA DO LAVRADIO, 20- LAPA. TEL 3147-9000

Used to be an antique shop in one of Rio’s downtown oldest streets.

Today, the space is a reference for new talents of Brazilian root music as “chorinho” and samba.

Chance to hear genuine Brazilian tunes and see authentic locals.

TRAPICHE GAMBOA (Samba and chorinho)

www.trapichegamboa.com.br

RUA SACADURA CABRAL, 155 DOWNTOWN. TEL.2516-0868.

Similar style to Rio Scenarium. Limited options of snacks and regional meals.

MELT

www.meltbar.com.br

RUA RITA LUDOLF, 47. LEBLON. TEL. 2512-1662.

Dance music and sophisticated people.

00 (wed. til Sunday)

00 (wed. to Sunday)

www.00site.com.br

RUA PADRE LEONEL FRANCA, 140. GÁVEA. TEL 2540-8041.

Eclectic house music dance floor. Nice external deck to sip a drink and watch the stars. Dinner also available.

GAY FRIENDLY

THE WEEK

www.theweek.com.br

RUA SACADURA CABRAL, – DOWNTOWN. TEL. 2203-2488.

Electronic, house music. Huge venue hosts regular international DJs.

GALERIA CAFE

www.galeriacafe.com.br

RUA TEIXEIRA DE MELLO, 31 – IPANEMA. TEL. 2523-8250.

Small house with trendy people. House, 70’s and 80’s music.

DAMA DE FERRO

www.damadeferro.com.br

RUA VINICIUS DE MORAES, 288 – IPANEMA. 2247-2330.

Electronic and house music.

ART SCENE

Rua do Lavradio Market – Downtown

Street market on art and antiques. Design stores are also open and present special offers on local design. Great ambience, genuine bars and restaurants with local bites.

Contemporary Art Museum – Niteroi (closed Monday)

www.macniteroi.com.br

MIRANTE DA BOA VIAGEM, S/NÚMERO. BOA VIAGEM – NITERÓI. TEL. 2620-2400.

Across Rio de Janeiro, Niterói is the city that hosts one of the icons of Brazilian contemporary architecture. Project by Oscar Niemeyer, the museum looks like a space ship set on a cliff. It houses great contemporary Brazilian artwork..

The boat ride to Niterói, overlooking Guanabara Bay is also a great reason for the visit.

Modern Art Museum (closed Monday)

www.mamrio.com.br

AV. D. HENRIQUE, 85 – PARQUE DO FLAMENGO. Tel. 2240-4944.

Modernist architecture icon in Rio. Hosts important Brazilian and international artworks.

SHOPPING CENTERS

RIO DESIGN

www.riodesign.com.br

Mix of fashion / decor shops and galleries.

SHOPPING LEBLON

www.shoppingleblon.com.br/

AV. ATAULFO DE PAIVA, 270. TEL. 3206-9100

SHOPPING CASINO ATLÂNTICO

www.shoppingcassinoatlantico.com.br

AV. ATLANTICA, 4240. COPACABANA. TEL. 2523-8709.

Antique shops and second hand stores. Local free market on Saturday morning.

SHOPPING DA GÁVEA

www.shoppingdagavea.com.br

RUA MARQUES DE SÃO VICENTE, 52 – GÁVEA. TEL.2259-6211.

Concentrates hype fashion, décor shops, theatres and cinemas.

Check out also our sister blog in portuguese @ www.lifeandstyle.com.br, with more than 60 inspiring articles on consumer behavior and life rewarding experiences.

Last update: April/2010.

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CONSUMER PROFILE IN CONCEPT STORES

Nowadays, companies’ investments in CONCEPT STORES is an irrefutable proof that there is a market in search of new motives to consume.

‘The New Boutique’ by Neil Bingham. English version. The book is about concept store projects in London, Milan, New York, Paris and Tokyo.

Mistery, surprise, sensitivity are some of the motivations for the creation of a Concept Store.  Fashion, Art, Decoration, Music, Architecture, Design, Gastronomy, Technology, are some of the sectors, which associated, seduce the consumer, seeking for emotion, complicity, exclusiveness, in their buying relationship.

Sensations experienced added to the salesperson’s speech in attending the buyer, focused on personalized consultancy, overcome the traditional approach focused on reason and technical arguments for the decision to buy. Even the most rational style consumers, nowadays demand differentiation, emotion, and experience at the time of consuming. On the other hand, this same demand for authenticity generates a need for sales professionals which respond in an EMOTIONAL way to the requirements of this new consumer profile. Well trained sales’ teams focusing on knowledge and individual experience is the strategy for success to prepare multi-disciplinary consultants, in design and differentiation.

Starting with the experience as a consultant and executor of store projects which promote successful experiences, I report below a few valued features by the CONSUMER PROFILE of this demanding and gratifying universe. In the lack of consistent bibliography in Portuguese about this subject, I take advantage of this post to suggest valuable work, discovered in courses and trips around the world.

‘Concept Store’ by Olivier Gerval and Emilie Kremer. French Version. Projects and new approaches of visual merchandising, consumer profile and Concept Store branding in the world.

IDENTITY

Even if inserted in a global society, contemporary consumers want to be identified as unique.

Many times, although they look for technical information, consumer is in search of aggregate value in goods they consume. Fashion, art, decoration, design are sectors which refine sensations and emotional characteristics absent in mass consumption products. The search for identity and for products associated to an individual style brings grace and a sense of gratification to contemporary consumer’s life.

CUSTOMIZATION

Each day, more and more consumers wish to know about and participate in the creative process of products and services. The sensation of participating and having access to the creative backstage generate empathy and impulse to buy. Companies train their skillful consultants to put on the soul and the speech of a creative artist..

THE POWER OF BENEFIT

Nowadays, at a time where access to information and internet are within everyone’s reach, consumers try to relate to consultants, experts who are able to help them choose the best for themselves. They just don’t accept the line “this blouse looks just like you” or the silence of lack of enthusiasm. They need a word wizard, someone who can explain  the BENEFITS that the piece acquired will have on his life and why.

Before the information era, information was power. Nowadays, in post-modern era which values CONTROL of information, KNOWLEDGE is power!

Status was acquired before through the accumulation of property, but nowadays it is associated to the conscience of HOW goods can improve someone’s life. At a time where there is a growing conscience about waste of natural resources, conscientious consumption grows in value.

‘ Designers’ Compact Shops in Japan ‘ by Toshiaki Maeda. Visionary projects, highlighting creative solutions for small spaces in retail concept

KNOWLEDGE X INFORMATION

Offering KNOWLEDGE as an intellectual update is an efficient strategy used by companies to make clients loyal to their brand. Workshops which teach how the client can get the best out of the products not only brings this client back, but can also be considered as a re-education about the use and acquisition of new products. Concept stores state that a certain company is seen not only as a sales point but also as a reference which respects the client as if he were unique.

CONSULTANT X SALESPERSON

The consultant is a general specialist. How? At the same time as he dominates the specifics of his trade/métier, he is curious about a wide range of information that can be used to attend to each type of client. Thus, the real talent of the consultant switches from the accumulation of information to the perpetuation of applied knowledge. So, the CONSULTANT is a general expert!

EMOTIONAL COACHING

Training salespeople into becoming consultants requires method, time and dedication on both sides: from those who teach (for a close personalized follow-up of this evolution) and from those who learn (to understand the seriousness and determination of transforming the acquired knowledge into practical results).

The transformation of a salesperson into a consultant is as a hard task as it is gratifying, but once it is learned it is never forgotten. Training consultants is offering the capacity of specialists to teach them how to employ their own means and conscience, in their professional and personal development, for their whole life.

EMOTIONAL ATTRIBUTES

With standardization of products and services, design arrives in the 90s to start a revolution in consumption. The era of differentiation by lifestyle, requires consultants who understand, research and study their clients’ lifestyle. Only doing so they will be able to understand and answer to the new needs, in their majority, emotional ones.

Developing a questioning way of looking at situations to notice the message hidden behind details will make the difference for successful professionals. Because the client already knows what is obvious, standardized. He will be seduced by the capacity to interpret sensations and communicate emotions of the consultant who understands him. This will be the key point in trainings, workshops which develop the sensitivity and perception, aesthetics and emotions.

‘When Space meets Art/ When Art meets Space‘ by Index Books. English Version. Work which illustrates exhibit projects, focused on experience and design. Inspiration on the art of renewing spaces.

INTERACTIVITY

The act of consuming is more and more transforming itself into a challenge for the brands to seduce clients into discovering benefits. A strategy, used in museums, for example, is to propose stimuli which promote INTERACTIVITY and PARTICIPATION of the user in the process of discovery.

SENSORIAL ENVIRONMENTS

Clients stay, buy and return to the stores they go to and feel invited to think about the physical world that surrounds them. EXPERIMENTING SENSATIONS through SENSORIAL stimuli  encourages surprise, mystery and intimacy. It invites us to feel pleasure, to interact.  The sensorial interest transmitted by flower arrangements, color and texture of the furniture, environmental sound, are some of the factors that interfere in the desire to buy in concept stores.

Music, flowers, mirrors, and aroma invite us to investigate the ambient. They stimulate confidence, complicity and desire to buy.

The simpler the stimuli, the more easily they will be understood, and the more deeply they will touch one’s soul.

‘Visual Merchandising‘ by Tony Morgan. English Version. Book with a technical and practical approach of Visual Merchandising, through analysis of real cases.

THE EXPERIENCE OF PURCHASING/BUYING

The pleasant sensory perception allied to the talk of an individual style consultant transforms the act of buying into an experience based on emotion. In a global world the language of sensations transcends color, creed, sex, nationality, age… It seduces the individual by the perception of basic and simple sensations which humanize products, services, ambiances.

TECHNICAL ATTRIBUTES

Even valuating ever so more the necessary emotional attributes in sales consultancy, technical attributes cannot be forgotten. After all, any “achievement” of style and innovative creations will only be reached with a highly qualified and specialized technical development. Forefront consistent style does not exist without a technical backup to support it. Only those who control very efficiently the traditional techniques can allow themselves to dare in creating (Chanel created the lining of the hats in the beginning, Armani started with a small workshop making men’s suits).

GUARANTY / POST-SALES / PRICE

Attending in a concept store can only be good if there is a consistent backup behind so much innovative creative process. It doesn’t matter if the environment is magical; the creation is forefront, if the client is not well tended to in a post-sales situation. This impeccable service is a basic requirement for a memorable consumption experience.

Concept stores, besides promoting an already solid brand, search  a differentiated public, which many times are not seduced, do not respond to mass, standard  sales techniques.

One of the primary objectives of concept stores is to invite clients to FEEL, EXPERIMENT. SELLING is a consequence of this process. In stores where COMMUNICATION of EXPERIENCE  is the focus, the question of price or discount becomes less perceivable, since the aggregate value includes  the value and confidence established. So, once again, there is paramount importance in training efficient sales teams.

HUMANIZED SOPHISTICATION

Sophistication of the ambient focusing on retail concept, balanced by a friendly approach, interactive personalized attending, attract all kinds of clients: surprising the old ones, and turning the new ones loyal and conquering the inactive ones.

‘At Home With the Makers of Style’ by Grant Scott and Samantha Scott-Jeffries. A copilation of the most creative and remarkable style designers of our time. Creators such as Karim Rashid, Alberto Alessi,  Campana Brothers answer questions like  “What is good taste?” or “What is your definition of design?”. Reflections about creative process and philosophical diversity of contemporary design.

WHAT IS THE FUTURE OF CONCEPT STORE DESIGN?

At a time with so many advances, defining the future of concept stores is not an easy task. What is certain is that besides enthusiasm, innovation and training, concept store projects are constant challenges, which demand above all optimism, sensitivity, and courage.

The historical  evolution of society reflects the appearance of new consumer profiles. The need for concept stores itself is a consequence of this process with no turning back, for the continual growth of brands.

The perception of different interests, the conquest of new markets and renovation of paths are points to contribute to the success of visionary and apparently impossible projects.  __________________________________________________________________________________________________________

FLORAL DESIGN in RIO DE JANEIRO – by Isabela Cadena

As a demonstration that promote the difference, convey emotions, floral design is each day a more valued activity. As a researcher of  creative and aesthetic manifestations , I learned to analyze and to brief floral arrangements, as a promising new form of aesthetic expression.  As one of the themes that attracts greatest interest in the LIFE + STYLE Blog, I share here the experience of a professional with whom I learn a lot about this art.

The simple habit of admiring the vibrancy of colors in the tree in front of my living room window, tunes the sensitivity to identify more grace in the world that surrounds me.

My contact with the floral art was consolidated when seven years ago, I began to specialize in sensory experiences for the design of concept stores. In search of something more than the theoretical pragmatism of a traditional florist, I was always interested in professionals who were able to express unique concept and identity through their creative process.

Then that three years ago, I met Isabela Cadena, owner of  ATMOSFERA , an interprise specialized in special flower design and event planning.

“The flowers prompted me to search for the essential strength. When you believe that your work is authentic, and if  you understand and respect the power of nature, the role of the artist becomes secondary. “

Isabel Cadena

Isabela´s works caught my attention in a small corner of a restaurant in Ipanema, in Rio de Janeiro. In their arrangements, I could identified the natural harmony of delicate eco-systems, with all its richness of colors and asymmetrical natural forms.

Flowers are able to soften monochromatic environments, with attributes like color,  movement and form.

Getting to know Isabela, I discovered that she had exchanged  a promising career in marketing at a telecommunications company for the delight of a fresh carrer doing  floral arrangements.

“Unlike a painting, where the artist works in paint to get an effect, the flower already is a perfect element in itself. So I truly believe that the floral artist is just the tool that enhances the perfection of a natural manifestation… “

Isabel Cadena

After a meeting where we talk ed about art, design and marketing, Isabella I asked Isabela to present me a concept floral design for a concept  shop that I was working for. An environment where the presence of nature isnpires the ambience music, the texture of walls, the colors and inpsirations of the products displayed.

A sophisticated arrangement, with intent to cause much more to remember than the sensation of beauty, was part of my briefing to Isabelle  create this concept to a luxury store design in Rio de Janeiro.

“In a country like Brazil, where to brighten a room with a vase of flowers is still considered luxury, I think we have still much to conquer  … a lot of work and a lot of truth are basic features for me to evolve my style, to develop my business, and to lead me forward.”

Isabel Cadena

The contrast between colors of flowers and vases shapes brings sophistication to a sports and casual purpose.

Since our first work together, more than  professional pratners,  we became admirers of the sensitivity  of each other. The conversation during a recent trip we did to São  Paulo, was the inspiration for me to share with readers of this blog a few secrets of the creative process of Isabela. Her generosity in sharing with others her thoughts, experiences and beliefs,  return to her in the form of her own success that she now collects, reflecting a lot of determination and love for her art.

Below are some excerpts from our conversation.

LIFE + STYLE: When she was born her passion for floral design as a form of expression?

ISABELA CADENA: I think everything started with the fascination I always had in nature. Its exuberance and sometimes uncontrollable perfection,  always attracted me.Another important moment was to see the pleasure I always felt decorating  my house with flowers … share that excitement with other people helped me transform my passion into  a business.

Surprise effect on this  horizontal arrengement of common roses shows the on the creativity of Isabela´s designs.

L + F: You are a postgraduated in marketing. Being a professional in the business world was important in this process?

IC: Sure. It took almost two years before opening the business,. Preparing, researching the market, studying consumers’ desires and needs of flowers and arrangements, in Brazil and abroad … in fact,  my marketing  background will never leave me. I have great pleasure in combining artistic expression to market needs. I think in fact, this alliance is essential to the success we want when we open a business. I am not aiming to make art for art. I want to evolve, I want my style to be recognized, admired, and encourage shared personal sensitivity. Til this day, I believe it is possible to combine the world of management with the world of artistic expression.

The sensual shapes reveal themselves in the lush color of this arrangement.

L + F: Today, 3  years after the creation of ATMOSFERA, how you would describe your clientele?

IC: I currently have different niches to serve.

Companies and customers who believe that a space with unique floral designs, with style, add value and brand recognition. Residential customers, who know the value of having fresh flowers at home. These customers know what they want and are extremely tasteful people, great to work with.

There is demand for flowers and arrangements for projects in events such as weddings, anniversaries. I have made great discoveries as well.To decorate the party birthday, (40, 50 and 60 years old) of men clientele, for example. I realize that there are men who appreciate flowers. You just have to think of  the right product to offer.

I also have individual clients with a service purchase and delivery, per order.

Decor design for the 50 th birthday of a special man client.

L + F: In addition to a beautiful site, you recently started a blog. What is the importance and purpose of this new tool?

IC: The site is a communication channel for sales, where the customer knows our products, services, and a little of our history. In the  Blog ATMOSPHERE , the intention is to update and disseminate information and events I have achieved, using a more informal language. A quick and direct way to communicate with people who follow and admire the work and the identity of the ATMOSFERA.

Ginger flowers create interest in this collection of blue jars. This sophisticated proposal showcases the window of H. STERN HOME in Rio de Janeiro.

L + F: Just as in fashion, there is the necessity of presenting new floral design products and services. Can you talk a little about your new collection?

IC: When I design a collection, I think about the opportunities to use  floral design to transform people’s lives. As in fashion, or any manifestation of design, floral arrangements today are strong indicators of someone’s style, personality, spirit. In the case of my product, there’s also the utility factor, beyond the aesthetic.

L + F: Finally, what would be your tip to inspire people who have courage enough to follow their instinct and passion for nature to the point of devoting themselves to the flower designer career?

IC: Even though it sounds cliché, I can say the bottom line is that you have to love for the profession. If you don’t have  the  real joy to work with this universe, nature does not manifest its best.

Besides all this, the floral art is an activity that requires a lot of phisical strengh and dedication. Another reason to love the profession unconditionally.

I think a phrase from Edward Fitzgerald (1809 – 1883) and can translate this:

“Do not waste your time, nor in vain pursuit of this and that. Do not push yourself and argue. Better be jocund with the fruitful grape than to be sad without any fruit or bitter. “

Isabela and I celebrate our meeting at the booth of Design Candle booth, one of her many customers present at an event in the Sheraton Hotel, Rio de Janeiro.

Access and inspire yourself  on site ATMOSFERA .

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Fashion Business – Rio de Janerio

From May 18th to the 20th, the city of Rio de Janeiro hosted the Rio Fashion Business at Marina da Glória.

Energy and renovation were the selected themes for the 15th event edition, showing the clear concern on sustentability and recycling that is hitting Brazil and the world.

The event gathers professionals from the fashion industry in the country. A great opporutnity for businesses envolving stylists to new brands. Areas like acccessories and technology, Senac Rio Fashion Business registered 40% higher the volume the event had in its last edition, in January 2010.

The SENAC RIO, a brazilian techonlogical school subsided by the government, presents great professional courses focused on fashion. During the event, public had the oportunity to attend lectures on subjects like Fashion and Marketing, Consumer’s behavior, sponsored by Senac. Shiatsu lounges, gastronomic lounges where brazilian chefs present live workshops, and several restaurants, are all spread in 2 thousand meters of  the exhibition.

Criado na edição passada para apresentar os lançamentos de serviços, equipamentos e tecnologia, o Salão Tech do Senac Rio Fashion Business movimentou R$ 80 milhões nos quatro dias da bolsa de negócios.

The Senac Tech Exhibition Hall was created to present techonological services and equipaments to be used in fashion industry. Business of 80 million reais (40 million dollars) were made during the event.

Around 50 thousand people came to Marina da Glória during the 4 days of event. 20 thousand fashion retailers and 800 VIP buyers spent R$ 770 millions in business.  International buyers were also present at the Show and business of 30 million dollars were made.

With investmet of 5,5 million dollars, the Senac Rio Fashion Business show counted 280 stands and created 4500 jobs.

Bellow a selection of some interesting brands present in the Show.

PRISCILA MARTELLO

Priscila Martello, an artist-designer from São Paulo, was one of the sensations in the accessories section. Extra ornated and hand-creafted pieces are colorfully hand made by a mix of textile ribbons, stones, lace, in creations where Priscila combines sensuality and romance.  Her design unite brazilian hand made tecniques with universal style touches. Come necklaces made reminded me of the work of english jewelry designer Tom Binns, with brazilian perfum.

Educated in economy, Priscila is focused on details and coordenates the process of her creations. During a relaxed enterview, she told me about the surprising sucess of her participation in the Rio de Janeiro Fashion Business, where she received a great number of  ,,,,,,,,.

If you are in São Paulo and is a fan of criative and unique accessories, it is worth a visit to the desiner’s shop at Melo Alves St. 391, Jardim Paulista.

REDESIGN

One the attractions of FB are the fashion groups. These groups unite selected new stylists and designers from different locations of Rio de Janeiro state.

In this edition, the REDESIGN brand by artist Ro Ribeiro, procudes accessory pieces made from the patchwork of parts of her own painting works. After finishing the painting, Ro cuts the whole painting and unites pieces forming pendents, bags, keychains and decor objects.

Tha fashion groups is the opportunity of exhibition and business for artists to show criativity, exclusivity and sustentability.

RIO ect.

One of the new trends precived in the Fashion Business event is the midia centre, a section dedicated to present new media methods of promoting fashion communication. Fashion blogs stands is one of the interesting novelties.

I visited and talked to the RIO etc. blog.

Born in 2007, RIO etc. is the most popular street style blog in Brazil.

Created  to exult the enchanting soul of the city streets, the blog is a venture linked to Bureau de Estilo Renata Abranchs.  Having identity  as one of its landmarks, the blog offers some of the newest services in fashion business.

LOOKBOOK –  a service that portaits fashion brand images of looks spread out in the city, posting them social networks, blogs and links.

ZUNZUNZUN –  photograph registration of brands events like new collection launches, and special happenings.

STA. EPHiGÊNIA

I’ve always admired Sta. Ephigenia’s work. Created in 1995, sophistication and simplicity differ the brand signature of style among Rio de Janeiro’s brands.

The brand is present at the Fashion Business edition. The presents one of the most attractive stand projects of the show.

Simplicity to show the hand painted silk fabrics that mark the 2010 summer collection. Precious lace works mark the femininity of the brand.

I was present of the launch of the collection at the brands fashion show at Rio de Janeiro Botanical Garden, in the Espaço Tom Jobim no Jd. Botânico.

Attention to details showed a youthful, handcrafted and wearable collection.

Wide shapes, light sheer garments and a colour palette from lilac to orange shows a poetic and contemporary result. A successful try of the brands stylist, Luciano Canale, to do a fashion that woman can easily wear in the streets of the city.

GOMUS

As a consultant pf concept shop projects, I was attracted by the  GOMUS statement: ” products are made in factories, BRANDS are made in MINDS.”

Rafael Clement, one of the 4 owners, told me that GOMUS is speacialized in Music Brandind,an interprise that translates the concept of brands into musical identities.

During the Fashion Business event, the brand promoted the ECHO PLAYER a private softwear used to customize  the musical experience of a brand. Easy to operate, the Echo Player interface allows a 400 to 600 weekly music update.

One to One Experience is another novelty presented by GOMUS. Infra red waves are placed in key pieces that can be recognized  in the fashion shop fitting rooms. When infra red waves are recognized, a selected music starts playing in the fitting room, creating an ambience related to the clothes that are being tried.

GOMUS . lab is another service the guide walk is another service being designed bu the GOMUS.lab.

Here, invited Rio’s celebrities are invited to do an oral guide that can be uploaded in a personal IPod. So you can walk around the city listening to the trendy gastronomy, cultural and artistic tips of renowed Rio inhabitants!!

I finished my visit at Fashion Business having the sensation that Brazil is ready to present high tech, sutentability, communication, fashion, business and design solutions able to surprise and seduce the world.

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COOPA-ROCA + LACROIX – Modern Art Museum, Rio de Janeiro

Spreading and stimulating actions that promote innovative ways to produce design are main reasons for the existence of this Blog, focused on style and life transforming experiences.

When we talk about brazilian design, there is no way to forget one of country’s most genuine forms of perpetuating brazilian art: through “the use of the hands”,  handcrafted skill is one of the landmarks of Brazil’s identitity heritage and cultural DNA.

Brazilian handcrafted skills perpetuated in sophisticated designs. 

COOPA-ROCA, Rocinha’s artisanal Cooperative, provides training, coordinates and manages the work of more than 120 women residents o low-income community (the Rocinha shanty town, Rio de Janeiro) who produce artisanal pieces for the fashion, design and art industries.

COOPA-ROCA is the living proof of how art and determination can transform people’s lives and self-esteem. 

The cooperative was founded at the beginning of 1980 with the mission of generating conditions to its members, female residents of Rocinha, to work from home and thereby encrease their family budget without neglecting their childcare and domestic duties.

Home made pieces allow women to earn a living without living their children. 

I first met Maria Teresa Leal, founder of COOPA-ROCA, after I was impressed by its work in the “Retalhar” exhibition in 2007. The mission of transforming the reality of a low income community through its own talent and art production hit me as a blow of hope for needing communities to earn a living by promoting brazillian cultural heritage.

Piece produced for Deborah Colker’s “Cruel” coreography. Design by TT Leal. 

Since the cooperative began taking part in events, it has built up a communication network, enabling it to become more professional and strengthening its position within the market. The quality and uniqueness of COOPA-ROCA’s artisanal work has earned itself a high reputation in the fashion, design and art sectors with exhibitions and fashion shows in Brazil and other countries, such as England, Germany, Italy and France.

COOPA-ROCA’s light piece executed upon dutch designer Tord Boontje creation. 

Exhibition “UM SALÃO FRANCÊS”

A new exhibition of COOPA-ROCA’s artisans talented work at Rio de Janeiro’s Museum of Modern Art.

Christian Lacroix and Coopa-Roca. 

Inspired in the drawings of Christian Lacroix that reflect the designer’s passion to detailed handcrafted pieces of art, the COOPA-ROCA artisans created pieces made of iron, satin and shantung.

A sophisticated example of brazilian handcraft skill and french artistic design.

Brazilian handcrafting skills present french intricated design at Rio de Janeiro’s Museum of Modern Art. 

EXHIBITION  ”UM SALÃO FRANCÊS”

From 01/13 a 02/28, tuesdays til fridays  from 12 pm til 6 pm. Saturdays, Sundays and holidays from 12 pm til 7 pm.

MAM-RJ: av. Infante Dom Henrique, 85, Parque do Flamengo, Rio

Information: (21) 2240-4944