Oriba

Superlimão designed the concept for the new ORIBA stores, Brazil's most sustainable menswear brand, 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 studio sought flexible spaces. To achieve this, they opted for modular furniture made from innovative and sustainable materials, allowing the stores to transform as needed. "We chose the Superlimão studio—responsible for projects at Braz Elettrica, Bullger, and Sub Astor—because they are a leading reference when it comes to designing functional spaces with a unique identity," comments Paulinho Moreira, partner of the brand. Focused on bringing a unique experience to Oriba stores, the architectural concept emerged from the combination of the space's need for functionality and flexibility, and the brand's desire to tell its story through a minimalist and sophisticated aesthetic. "Using a modular spatial organization, with movable furniture and a semi-jointed wooden structure, the space can be transformed to accommodate the different display dynamics that take place in the store, whether it's changing the collections each season or promoting a specific event. Additionally, the choice of innovative and sustainable Brazilian materials connects the brand's values with the store's architecture," comments Lula Gouveia of Superlimão. The innovative design of ORIBA stores is notable for the absence of service counters, prioritizing direct contact between customers and the brand's "advisors," experts who assist with personalized selections. The fitting rooms feature intelligent lighting that adapts the light temperature according to the circadian rhythm, 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, sustainable materials available, from recycled plastic coverings to bamboo cups used to serve the brand's own coffee. "It's frightening how the vast majority of stores are still built without considering the impact of their materials. When we lease a new mall store, we receive it with practically all of the old brand's furniture inside. In other words, no one cares about disposal, and therefore no one cares about what the items are made of. We did something different by prioritizing biodegradable, recycled, or recyclable materials from the storefront to the inventory, to predict the longevity of each store's opening," comments Paulinho Moreira, partner at ORIBA. To reinforce our commitment to sustainability, each store will feature an infographic detailing its environmental impact, allowing customers to understand the ecological value of every detail 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 anywhere in the store, providing convenient same-day delivery of products from e-commerce or other stores, reinforcing our commitment to service excellence. With the opening of stores in the JK Iguatemi and Higienópolis shopping malls, ORIBA is embarking on an ambitious expansion plan. Revenue is expected to increase by R$10 million by the end of the year.