Amaro

The digital fashion brand AMARO is opening its new Guide Shop in the capital of São Paulo. Designed by Superlimão and with a completely original concept, the space is the first in a series of Guide Shops with personalized design. With the opening in Pátio Higienópolis, AMARO is taking the digital shopping experience in the physical space to another level. For Dominique Oliver, CEO and founder of AMARO, “Guide Shops are marketing platforms for the brand and the new format provides an even more differentiated experience”. The Guide Shop operates as a ‘concept store’ or ‘showroom’, where customers can try on items. Unlike a regular physical retail store, purchases are made online, using one of the computers or tablets available in the space, and the product is delivered directly to the customer’s home. The new Guide Shop is ready to receive a series of technologies such as Artificial Intelligence cameras that capture the consumer’s profile, approximate age, reactions and responses to stimuli (facial recognition); The fitting rooms have special lighting and a background screen that works as a stage projection. When trying on a bikini, for example, this background can transport the customer to a beach atmosphere with the aim of creating an incredible consumer experience. The idea is that the space allows the customer to stay for a long time, with comfortable furniture, coffee and self check-out points, all designed to provide experiences that are highly shareable on social media. Designed to be a transposition of the virtual store into a flexible physical space, the Guide Shop can transform according to the shopping experience desired by the brand. Browsing through its interior follows the same shopping journey of the customer in the digital environment, as a materialization of the website at the point of sale. With the proposal of celebrating the new space, this designed unit gained granite on the catwalk, bleachers and fitting room, and is the main element of the project. Quite common in the neighborhood and in projects from the 1960s, the height of modernist construction in Higienópolis, the terrazzo creates a circulation axis between the pillars and around them, creating a walkway inside the store and a grandstand to host AMARO events. There are deliberately few decorations near the ceiling so that projections can be made, for example, and allowing the space to be prepared to create different moments throughout the year. The displays were designed by Superlimão in copper tones and their layout was thought of in a flexible way to give customers the freedom to choose their path inside the space, avoiding the traditional ‘obligatory’ tour adopted by other retail brands.