Portobello
Customer: Portobello
Scope: Cost Re-engineering, Concept Design, Architecture, Exhibition System
A new store model for the leader in ceramic tiles in Brazil.
A Portobello Shop é a marca líder do varejo brasileiro de revestimentos. São mais de 150 lojas em funcionamento entre unidades próprias e franquias, em diversos formatos e tamanhos, de acordo com o potencial e maturidade de cada praça de consumo. Tamanho foco na experiência dos clientes fazem do negócio varejo o que mais cresce no grupo.
O desafio: A R4DESIGN foi chamada para desenvolver uma nova versão da Portobello Shop, a Portobello Shop Light. Uma operação mais leve (visão do investimento) e versátil (visão da operação), a fim de ampliar a presença da marca em mercados emergentes e consolidar o seu plano de expansão.
O desafio: A R4DESIGN foi chamada para desenvolver uma nova versão da Portobello Shop, a Portobello Shop Light. Uma operação mais leve (visão do investimento) e versátil (visão da operação), a fim de ampliar a presença da marca em mercados emergentes e consolidar o seu plano de expansão.
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R4DESIGN sought the main identity attributes of the brand in the essence of the Portobello Shop retail experience. These assets were guaranteed, and a critical vision and synthesis were applied to the current store standards, aiming for cost-efficiency and optimization.
In terms of architecture, the store atmosphere was preserved, but the store layout presented a new navigation logic with two very clear moments: a first sector with scenographic and curatorial exhibition; a second, focusing on mix depth and fostering specification.
Regarding exhibition, the entire system was rethought to offer product display without tiling, using clip fixation, providing practicality and permanent updating of new releases with low operational cost.
These solutions were proposed after a deep understanding of the consumer markets and their competitive challenge. From this immersion, a store strategy could be envisioned that combines a more exploratory journey, characteristic of self-service operations, with the convenience of specialized and assisted sales.
Portobello Shop Light is beginning its rollout process, and the first units are about to open. We will be back soon to tell you how the project is evolving!
In terms of architecture, the store atmosphere was preserved, but the store layout presented a new navigation logic with two very clear moments: a first sector with scenographic and curatorial exhibition; a second, focusing on mix depth and fostering specification.
Regarding exhibition, the entire system was rethought to offer product display without tiling, using clip fixation, providing practicality and permanent updating of new releases with low operational cost.
These solutions were proposed after a deep understanding of the consumer markets and their competitive challenge. From this immersion, a store strategy could be envisioned that combines a more exploratory journey, characteristic of self-service operations, with the convenience of specialized and assisted sales.
Portobello Shop Light is beginning its rollout process, and the first units are about to open. We will be back soon to tell you how the project is evolving!
