Amaro

Digital fashion brand AMARO is opening its new Guide Shop in São Paulo. Designed by Superlimão and featuring a completely original concept, the space is the first in a series of custom-designed Guide Shops. With its opening in Pátio Higienópolis, AMARO takes the digital shopping experience to a new level in its physical space. For Dominique Oliver, CEO and founder of AMARO, "Guide Shops are marketing platforms for the brand, and the new format provides an even more unique experience." The Guide Shop functions as a "concept store" or "showroom," where customers can try on items. Unlike a typical 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 feature special lighting and a backdrop that functions as a stage projection. When trying on a bikini, for example, this backdrop can transport customers to a beach atmosphere, creating an incredible shopping experience. The idea is for the space to allow customers to linger for a long time, with comfortable furniture, coffee, and self-checkout points, all designed to provide highly shareable experiences on social media. Designed to be a transposition of the online store into a flexible physical space, the Guide Shop can transform according to the brand's desired shopping experience. Browsing the interior follows the same customer shopping journey online, like a materialization of the website at the point of sale. To celebrate the new space, this newly designed unit features granite on the catwalk, bleachers, and fitting room, which 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 tile creates a circulation axis between and around the pillars, creating a walkway inside the store and a grandstand for AMARO events. Near the ceiling, there are intentionally few decorations for projections, for example, allowing the space to be prepared for different moments throughout the year. The displays were designed by Superlimão in copper tones, and their flexible layout was designed to give customers freedom to choose their own path through the space, avoiding the traditional "mandatory" tour adopted by other retail brands.