Damyller Curitiba

The Damyller brand turned 40 in 2019. To mark the occasion, Superlimão was invited to design the brand's concept store in Curitiba, aiming to reinforce the brand's sustainability, comfort, innovation, and rejuvenation attributes, bringing timelessness to the space and a strong focus on jeans. The renovation was comprehensive, modifying the store's concept and design and building a new one from the ground up. With the goal of conveying the factory's principles, particularly by unifying the language of sustainability, Superlimão's design sought to achieve this through the choice of materials, conveying the brand's history and meaning through architecture. A feature of the Damyller store concept for 10 years, the Portuguese stone used in the previous concept needed to be retained – however, in the new project, the material was repurposed. A block was created for a front fitting room, clad in the stone, making it the backdrop for the display window. It was also specified in the store's seating area. This stone front block contrasts with the back block of the fitting room area, lined with cardboard tubes from denim rolls. The neutral color palette was defined by these materials, highlighting the blue of the denim. White denim fabric was used as covering for the fitting rooms and the denim guide wall in the store area, in the form of upholstered panels with topstitching in the traditional ochre line of denim. This fabric is raw denim, before its dyeing process. The terrazzo flooring also stands out for its composition of Portuguese stone granules, creating an identity for the material that is part of Damyller's history: Portuguese stone. In terms of layout, the store has a 50x50cm grid at a 30° angle, so that all central furniture and suspended structures follow this angle. The open-front concept enhances the new layout, creating better circulation and customer journey within the store, thus enhancing all products' visibility. With a flexible layout to adapt to different collections, the project required flexible lighting to ensure a consistent design throughout. Two suspended structures at different heights were created. The lower one serves as a template for the positioning of modular hanger displays, allowing them to be moved along the center of the store. Diffused lighting over the clothing items is provided by an LED profile embedded in this lower structure. The upper structure provides general lighting and brightness for the store, with movable spotlights that can be positioned according to the changing layout of the displays. The plant pots suspended from the upper structure are supported by a system of ropes and pulleys. This allows for adjustable heights and lowering for plant care. Damyller also offers a Jeans Guide, which explains all the styles, hooks, and other features of its jeans. The project involved creating an entire wall in the sales area for a specific display of pants, organizing them by style along with the Guide, highlighting the importance of this product for the brand.