Aramis

Aramis never stops evolving. As a way of making the brand's new moment tangible, which underwent a rebranding process to celebrate its 25th anniversary, Aramis is now presenting its new concept store. Opened at Shopping Pátio Paulista 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 journey, the brand relied on the architectural project of Superlimão and the partnership of FutureBrand São Paulo. Superlimão's creative process was guided by the consumer profile: a man aged 30-45, connected, connected to technology and with defined hobbies. Through this analysis, it developed an initial mood board containing items that stand out to this customer, such as the lightness of a titanium bicycle frame, the touch of leather on a car seat, the interesting design of a pocket knife that has several functions. The style was defined as minimalist, but without being cold and impersonal. Among the finishes, a refined finish was added with electrostatic paint in a light gray tone, wood to bring a warm touch, and exposed concrete reminiscent of great architectural works. The façade was designed to be a large panel with sliding doors that would allow the entire store to close like a toolbox and that would allow for a dynamic way in which the display window is presented. In this way, the panels were designed with a parametric design that gives the panels a sense of movement. The wooden ceiling in triangular plates was designed in two heights, allowing for a better finish with the dividing walls, giving a warm feeling to the store that generally has a more neutral tone leaning towards gray. The changing room area was designed to make the customer feel welcomed and 100% at ease. To this end, a caramel tone was used and the walls were covered with wooden panels with a design similar to the façade. The challenge was to design a neutral, classic and minimalist environment, without it becoming cold and impersonal. Through the occasional use of wood, it was possible to bring a touch of color and warmth to the project. We used wood to also highlight the main pieces of the collection on display. The previous store was almost completely demolished, and only part of the mezzanine was kept, which received more space for stock. All floor, wall and ceiling coverings were replaced to integrate with the new concept. Several flow and visual studies were carried out so that the entrance and display cases were positioned in the most fluid and visible places for the mall's visitors. The distinguishing features are the “hero” pieces developed for displaying clothing and accessories. The design was based on the Swiss Army knife and, like its inspiration, this display has several options for opening and closing the vertical fins, allowing great flexibility for displaying clothing, in addition to being produced through digital manufacturing. The wall displays were developed so that all items on the shelves and racks are 100% interchangeable and flexible. The cashier counter was made with Ecofour sheet metal (a sheet made from toothpaste tube waste) and was designed to resemble a granite top, creating a point of interest for customers. The entire lighting system was developed in LED and the project developed by Foco Luz e Desenho used light as an ambiance solution, bringing a warmer tone to the changing room area. A red linear light fixture was installed in the central area of the store, representing the brand's logo and marking the brand's presence in a curious way. The details of the project were designed to bring small points of familiarity to customers, such as handles that are wedges from a sailing boat, or the design of the “hero” displays that are inspired by pocket knives. The furniture in the lounge area was designed to be iconic and timeless, which is why Charles Eames chains were specified, which feature wood lamination technology. The lounge rug was specified in nautical rope, also referring to the target audience's possible hobbies. Finally, it is important to mention the piece of furniture next to the cash register where a touch screen monitor was installed and in the future the customer will be able to consult products online on the website, as well as customize their clothes within a range of thread color options and different fabrics that will be available in a materials map also installed in the same piece of furniture.