Renner Re+
Customer: Lojas Renner
Scope: Concept Design, Architectural Project
Reduce and Reinvent: A Journey of Circularity.
The new Architectural and Visual Merchandising Concept for the RENNER RE+ store embraces and amplifies its corporate commitment to the circular economy. To this objective, which includes effective initiatives and responses in the economic, social, and environmental spheres, other strategic goals were added:
See More
• the updating of the Customer Journey;
• the integration of the digital experience;
• the acceleration of initiatives to build the omni-channel ecosystem.
R4DESIGN was the team partner responsible for the development of the entire retail design concept. From briefing to inauguration, from equipment to architecture, we worked in close collaboration with the Renner teams and other project partners in the construction of the new Lojas Renner store model.
Aligned with the premises of Circularity, which primarily recommend a critical reflection on the actual necessity of building (the R for Reduction), this project seeks the construction of an elegant, long-lasting, and contemporary atmosphere; in which noble materials coexist with raw finishes, lending strong personality to the environment.
Architecture, Displays, Biophilia, Lighting, and Signage offer a neutral, casual, and welcoming base, over which the collections and specialized departments (Beauty and Footwear) capture their highlight and attention. This strategy aims to meet the replicability, scalability, and adaptability premises of the Renner Re+ Retail Concept Design in the face of the group's bold expansion objectives.
The architectural parti is structured along a central axis, called the Alameda (Avenue). This element, which starts at the Façade and goes to the Fitting Rooms, crosses the entire store and serves as the main navigator for the shopper. Along the Alameda, digital window display, special collections, fashion cores, rest areas, trial points, digital interactions, and other non-ordinary display solutions alternate, ensuring vitality throughout the entire path that culminates in the Fitting Rooms.
In addition to these spaces, the Fitting Room experience was completely redesigned. The Fitting Rooms had their materials revised, and the project focused on meeting shoppers' expectations for more socialization and environmental quality during the trying-on moment. To this end, "Social" Fitting Rooms were created in the ante-room of the gender-specific fitting rooms. These cabins, which open to the waiting area, facilitate both accompanied trying-on and interaction with companions who are waiting.
The evolution of payment methods also required new reflections and solutions. The traditional check-out (payment counter) was reduced in area and number of positions; in contrast, 03 self-checkout hubs were created, where the customer can perform the entire payment operation autonomously. In addition to these hubs, various mobile sales support equipment (semi-assisted payment) was distributed throughout the store, delivering convenience and ease for the customer throughout the entire store.
The RENNER RE+ standard was piloted in two units, both in the city of Rio de Janeiro – Shopping Rio Sul (approx. 6,000.00m² of project surface area) and Park Jacarepaguá (approx. 2,000.00m²).
The projects were widely validated and achieved their objectives in all proposed scopes:
• Circularity: 34% reduction in construction material waste, 58% less water consumption, 27% reduction in display material usage.
• LEED ID+C Retail v4 and BREEAM Certification
• The Renner RE+ concept was adopted as the new store standard for the entire expansion or renovation process starting from 2022.
• Its technical and creative originality has been receiving various awards, such as Store of the Year by the Retail Design Institute Brasil / RDI, 2022.
Photography: Maurício Moreno
• the integration of the digital experience;
• the acceleration of initiatives to build the omni-channel ecosystem.
R4DESIGN was the team partner responsible for the development of the entire retail design concept. From briefing to inauguration, from equipment to architecture, we worked in close collaboration with the Renner teams and other project partners in the construction of the new Lojas Renner store model.
Aligned with the premises of Circularity, which primarily recommend a critical reflection on the actual necessity of building (the R for Reduction), this project seeks the construction of an elegant, long-lasting, and contemporary atmosphere; in which noble materials coexist with raw finishes, lending strong personality to the environment.
Architecture, Displays, Biophilia, Lighting, and Signage offer a neutral, casual, and welcoming base, over which the collections and specialized departments (Beauty and Footwear) capture their highlight and attention. This strategy aims to meet the replicability, scalability, and adaptability premises of the Renner Re+ Retail Concept Design in the face of the group's bold expansion objectives.
The architectural parti is structured along a central axis, called the Alameda (Avenue). This element, which starts at the Façade and goes to the Fitting Rooms, crosses the entire store and serves as the main navigator for the shopper. Along the Alameda, digital window display, special collections, fashion cores, rest areas, trial points, digital interactions, and other non-ordinary display solutions alternate, ensuring vitality throughout the entire path that culminates in the Fitting Rooms.
In addition to these spaces, the Fitting Room experience was completely redesigned. The Fitting Rooms had their materials revised, and the project focused on meeting shoppers' expectations for more socialization and environmental quality during the trying-on moment. To this end, "Social" Fitting Rooms were created in the ante-room of the gender-specific fitting rooms. These cabins, which open to the waiting area, facilitate both accompanied trying-on and interaction with companions who are waiting.
The evolution of payment methods also required new reflections and solutions. The traditional check-out (payment counter) was reduced in area and number of positions; in contrast, 03 self-checkout hubs were created, where the customer can perform the entire payment operation autonomously. In addition to these hubs, various mobile sales support equipment (semi-assisted payment) was distributed throughout the store, delivering convenience and ease for the customer throughout the entire store.
The RENNER RE+ standard was piloted in two units, both in the city of Rio de Janeiro – Shopping Rio Sul (approx. 6,000.00m² of project surface area) and Park Jacarepaguá (approx. 2,000.00m²).
The projects were widely validated and achieved their objectives in all proposed scopes:
• Circularity: 34% reduction in construction material waste, 58% less water consumption, 27% reduction in display material usage.
• LEED ID+C Retail v4 and BREEAM Certification
• The Renner RE+ concept was adopted as the new store standard for the entire expansion or renovation process starting from 2022.
• Its technical and creative originality has been receiving various awards, such as Store of the Year by the Retail Design Institute Brasil / RDI, 2022.
Photography: Maurício Moreno
