Aramis

Aramis continues to evolve. To cement the brand's new momentum, which underwent a rebranding process upon its 25th anniversary, Aramis now presents its new concept store. Opened at Pátio Paulista Shopping Mall in São Paulo, the store brings the new positioning to life, with spaces that celebrate the passion for quality and the sophisticated, casual, and urban style of the contemporary man in a new in-store experience. To create the concept and the experience, the brand relied on the architectural design of Superlimão and a partnership with FutureBrand São Paulo. Superlimão's creative process was guided by the consumer profile: a 30-45-year-old man, tech-savvy, and with defined hobbies. Through this analysis, an initial mood board was developed containing elements that stood out to this client, such as the lightness of a titanium bicycle frame, the touch of leather on a car seat, and the interesting design of a pocket knife with multiple functions. The style was defined as minimalist, but without being cold or impersonal. The finishes included a refined finish with electrostatic paint in a light gray tone, wood for a warm touch, and exposed concrete reminiscent of great architectural works. The facade was designed as a large panel with sliding doors that would allow the entire store to close in like a toolbox and allow for a dynamic display of the window display. Thus, the panels were designed with a parametric design that gives them a sense of movement. The triangular wooden ceiling was designed in two heights, allowing for a better finish with the dividing walls, giving a warm feel to the store, which overall has a more neutral tone leaning toward gray. The fitting room area was designed to make customers feel welcome and completely at ease. To achieve this, a caramel tone was used, and the walls were covered in wood panels with a design similar to the facade. The challenge was to design a neutral, classic, and minimalist environment, without it feeling cold and impersonal. Through the occasional use of wood, we were able to bring this touch of color and warmth to the project. We also used wood to highlight the main pieces of the collection on display. The previous store was almost completely demolished, and only part of the mezzanine was retained, which received more space for storage. All floor, wall, and ceiling coverings were replaced to integrate with the new concept. Various flow and visual studies were conducted to ensure that the entrance and display cases were positioned in the most fluid and visible areas for mall visitors. The distinguishing features are the "hero" pieces developed for displaying clothing and accessories. The design was inspired by the Swiss Army knife, and like its inspiration, this display features multiple opening and closing options for its vertical fins, allowing for great flexibility in displaying clothing. It's also digitally manufactured. The wall displays were designed to ensure all shelf and rack items are 100% interchangeable and flexible. The cashier counter was made with Ecofour sheet cladding (a sheet made from toothpaste tube waste) and was designed to resemble a granite countertop, creating a point of interest for customers. The entire lighting system was LED, and the project, developed by Foco Luz e Desenho, used light as an ambiance solution, bringing a warmer tone to the fitting room area. A red linear light fixture representing the brand's logo was installed in the store's central area, creating a striking brand presence. The project's details were designed to bring small touches of familiarity to customers, such as the handles that resemble sailboat wedges, or the design of the "hero" displays, inspired by pocket knives. The lounge area furniture was designed to be iconic and timeless, so Charles Eames chains featuring wood lamination technology were specified. The lounge area rug was specified in nautical rope, also referencing the target audience's potential hobbies. Finally, it's important to mention the piece of furniture next to the cash register, where a touchscreen monitor was installed. In the future, customers will be able to browse products online on the website, as well as customize their outfits from a range of thread colors and fabrics available in a material library also installed on the same piece of furniture.