Amaro Ko Te Toa Oranga nā Leticia Nobell

Ko te hoahoa Amaro Ko Te Toa Oranga nā Leticia Nobell he kaitoa whakahirahira o te 2022 A' Design Award Hiriwa i te Wāhanga Whakataetae Hoahoa Roto Whare me te Whakaaturanga.

HiriwaRoto Whare· 2022

Amaro Ko Te Toa Oranga

nā Leticia Nobell

Kiritaki: Amaro

Kaitoa o te A' Design Award Hiriwa i te Wāhanga Roto Whare

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Kaitoa Tohu Manatokohia

Manatokohia te Tūnga Tohu mō #131705

Torohia te Pae Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Amaro Ko Te Toa Oranga

Ko nga toa tinana hou a Amaro e whakaatu ana i te waitohu noho, e hono ana i nga wahine ki te ahua, hoahoa, hangarau, ataahua me te oranga i roto i nga waahanga rereke i roto i te whakatakotoranga wai. Ko nga pihi me nga raina wahine o te wahine, te ngawari o nga rauemi mata me te whakakotahitanga o te taiao i whakatenatena i tenei hoahoa, i reira ka koa te kaihoko me te whakangahau i roto i te waahi, i te wa ano, he iti me te taonga, hangarau me te waatea, hou, me te mahana, ka huri i nga mea rereke hei whakakii.

Te Whakamihi

Mō te A' Design Award Hiriwa

Ko Amaro Ko Te Toa Oranga te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Amaro Ko Te Toa Oranga he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Amaro Ko Te Toa Oranga he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: 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.
Inenga & Pēketanga: Total floor area is 1300 square meters
Tūtohu: Retail, Mega Store, Fashion, Beauty, Design, Apparel, Home, Kids
Hangarau Whakanao: 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.
Wero Hoahoa: 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.
Rangahau: 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.
Whakaaweawe: 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.
Roanga o te Kaupapa: 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.
Rerenga Mahi: 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.
Ngā Mema o te Rōpū: Creative Director / Designer: Leticia Nobell
Architects: Marcos Bertelli, Maria Fernanda Ornelas
Whakamana Whakaahua: Images # 1-5: Photographer Adriano Rodrigo Barreto Cardoso