Oriba

Superlimão is behind the concept for the new ORIBA stores, the most sustainable men's fashion brand in Brazil, in the JK Iguatemi and Higienópolis shopping malls. To expand and consolidate the brand's operations – based on caring for people, products and the planet – the firm sought flexible spaces. To achieve this, it opted for modular furniture made from innovative and sustainable materials, which allows the stores to be transformed according to need. "We chose the Superlimão studio - responsible for the projects for Braz Elettrica, Bullger and Sub Astor - because they are a great reference when it comes to designing functional spaces with a unique identity", says Paulinho Moreira, partner of the brand. With a focus on bringing a unique experience to Oriba stores, the architectural concept emerged from the combination of the need for functionality and flexibility that the space needs to have, and the brand's desire to tell its story based on a minimalist and sophisticated aesthetic. "Based on a modular spatial organization, with movable furniture and semi-jointed wood structures, the space can be transformed for the different display dynamics that will take place in the store, whether it is to change the collections for each season or to promote a specific event. In addition, the choice of innovative and sustainable Brazilian materials connects the brand's values with the store's architecture," says Lula Gouveia, from Superlimão. The innovative design of ORIBA stores stands out for the absence of service counters, prioritizing direct contact between customers and the brand's "advisors", specialists who help with personalized choices. The fitting rooms have intelligent lighting that adapts the light temperature according to the circadian cycle, providing a realistic view of the looks regardless of the current season. Sustainability is one of the brand's fundamental pillars, reflected in the concept of the new stores and maintaining the company's commitment to reducing its environmental impact. ORIBA chose to select the most innovative materials available in terms of sustainability, from coverings made from recycled plastic to bamboo cups used to serve the brand's own coffee. "It's frightening how the vast majority of stores are still created without considering the impact of their materials. When we rent a new store in a shopping mall, we receive it with practically all of the furniture from the old brand inside. In other words, no one cares about disposal and therefore no one cares about what the things are made of. We did something different by prioritizing biodegradable, recycled or recyclable materials from the store's facade to the stock, to predict the longevity of each store's opening", says Paulinho Moreira, partner at ORIBA. To reinforce the commitment to sustainability, each store will have an infographic detailing its environmental impact, allowing customers to learn about the ecological value of every detail of the stores and promoting awareness. The new ORIBA stores are fully integrated with the brand's e-commerce, offering a consistent omnichannel experience. Advisors can assist customers at any location in the store, providing the convenience of delivering products from e-commerce or other stores on the same day, reinforcing the commitment to excellence in service. With the opening of stores in the JK Iguatemi and Higienópolis shopping malls, ORIBA is beginning an ambitious expansion plan. The expectation is an increase of R$10 million in revenue by the end of the year.