Amaro Taḥanut n Tudert sɣur Leticia Nobell

Amaro Taḥanut n Tudert sɣur Leticia Nobell d anerbaz yettwaqadren meqqren n 2022 Tarbaḥt A' Design Award n Lfeṭṭa deg Taggayt n Tnaflit n Afeṣṣel n Ugensu, Taddart n Uzenz d Uskan.

LfeṭṭaAgensu· 2022

Amaro Taḥanut n Tudert

sɣur Leticia Nobell

Amsaɣ: Amaro

Anerbaz n Tarbaḥt A' Design Award n Lfeṭṭa deg Taggayt n Agensu

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Anerbaz n Urraz Yettwasenqden

Senqed Addad n Urraz i #131705

Rzu ɣer usmel Wali deg A' Design Award Tabḍert n tɣamsa Tanecḍa n wammud

Initen

Afeṣṣel

Ɣef Amaro Taḥanut n Tudert

Tiḥanutin timaynutin n Amaro d tamatrit n tudert, qqanent tilawin ɣer uẓuri, talγa, tatiknulujit, tajmilt d tezmert s waṭas n teggayin deg uγawas asusru. Tiglez d ijerriḍen n tmeṭṭut, tafessast n tiγawsiwin tigejdanin d useddu n ugama i d-yessufγen talγa-a, anda umsaγ ad yettwarmsen, ad yesbeɣsis di tallunt i yezgan deg wakud-nni d taminimalt d tebnit, d tatiknulujit d tazedgant, d tatrart d tazegzawt, tettarra timgaraḍin d timernatin.

Asmekti

Ɣef Tarbaḥt A' Design Award n Lfeṭṭa

Amaro Taḥanut n Tudert d amerbaḥ n Tarbaḥt A' Design Award n Lfeṭṭa, tagmat ɛlayen i yisnulfa yelhan, yeḥlan s waṭas. Imerbaḥen n Lfeṭṭa d isnulfa yelhan akk, yesɛan tmusni d tazmert. Amaro Taḥanut n Tudert ad yili d asnulfu amaynut, yelhan, ad yeǧǧ ddunit tennuɣ.

Deffir n ufeṣṣel

Tagrurt n tɣamsa

Ismawen n terbaɛt, iferdisen itiknikanen akked telɣut i d-yefka umeṣṣufeɣ.

Taɣara Tasuft: 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.
Tigejdiwin & Akemmus: Total floor area is 1300 square meters
Tibzimin: Retail, Mega Store, Fashion, Beauty, Design, Apparel, Home, Kids
Tasnakta n Ufares: 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.
Asewḥel n Usnulfu: 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.
Anadi: 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.
Aseḥbiber: 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.
Tanzagt n Usenfar: 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.
Tanila n Umahil: 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.
Igmamen n Terbaɛt: Creative Director / Designer: Leticia Nobell
Architects: Marcos Bertelli, Maria Fernanda Ornelas
Imsuren n Tugniwin: Images # 1-5: Photographer Adriano Rodrigo Barreto Cardoso