How does an international powerhouse brand raise its fashion and retail ante for the Brazilian market, while still being mindful of heritage, culture and customers? By revolutionizing it. Working side-by-side with C&A Brazil, Columbus, Ohio’s Chute Gerdeman delivered this fresh and relevant reinvention of merchandise strategy, store design, visual merchandising and brand communications. What began with brand strategy and visualization, quickly moved on to a floor-to-ceiling redo of the dazzling new flagship in Säo Paulo’s prestigious Iguatemi mall. The project takes the fast-fashion brand to new heights of glamour and luxury through luxurious material finishes, arresting visual presentation, iconic architecture, compelling brand messaging and unique customer services.

Drawing inspiration from the soul and spirit of the Brazilian Woman (Espirito Brasileiro), Chute Gerdeman created a store drenched in light and energy to create an illuminating entry to Brazil’s most prestigious shopping mall. At the heart of the store is a wide, circular staircase that draws shoppers through the space with a digital show wall of constantly changing light, movement and energy. Throughout the store, glamorous gloss and metallic finishes, open spaces, high-fashion experiences and pools of light seamlessly connect lifestyle vignettes. Collections are organized by attitude and lifestyle and mannequin and storytelling vignettes give the shopper hints for how to create “looks.” Custom lighting elements are found in every department across the store, from unique chandeliers to amber-glowing pendants.

[photo credit: Brandon L. Jones Photography]

Communication Arts

// From our friends at Communication Arts

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