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, with the aim of reinforcing the brand's sustainability, comfort, innovation and rejuvenation attributes, bringing timelessness to the space and highlighting jeans. The intervention in the space was complete, changing the store's concept and design and building a new one from the ground up. With the aim of conveying the factory's principles, mainly by unifying sustainability languages, the Superlimão project sought to achieve its purpose through the choice of materials, so that they would convey the brand's history and meaning through architecture. Present in the Damyller store concept for 10 years, the Portuguese stone that existed in the old concept needed to be maintained – however, in the new project the material was given a new use. A block was created for a front fitting room covered with the stone, making it the backdrop for the display window. It was also specified in the store's living area. This stone front block contrasts with the back block of the changing room core lined with cardboard tubes from the rolls of denim fabric. The neutral color palette was defined by these materials, highlighting the blue of the denim. The white denim fabric was used in the space as covering for the changing 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 pants. This fabric is raw denim, before its dyeing process. The terrazzo floor also stands out because it contains Portuguese stone granules in its composition, 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 the 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, so that all products gain greater visibility. With a flexible layout to adapt to different collections, the project's demands included flexible lighting in order to ensure a unified language throughout. Two suspended structures at different heights were created. The lower one acts as a template for the position of the modular hanger displays, which can be moved in the center of the store along the structure, and the diffuse lighting over the clothing items is the result of an LED profile embedded in this lower structure. The upper structure is responsible for the general lighting and brightness of the store, with mobile projectors that can be positioned according to changes in the layout of the displays. The plant pots suspended from the upper structure work behind a system of ropes and pulleys for their maintenance. In this way, it is possible to adjust the height of the pots, and they can be lowered to care for the plants. Damyller also has a Jeans Guide, which explains all the models, hooks and other characteristics of jeans. In the project, an entire wall was created in the sales area for a specific display for pants, organizing them by model together with the Guide, highlighting the importance of this product for the brand.