Ashua
Customer: Lojas Renner
Scope: Concept Design, Architectural Project, Construction Turnkey
Building the ON/OFF-line Bridge
ASHUA aims to translate the brand's success, positioning, and value proposition — fundamentally based on e-commerce — into an effective and relevant RETAIL ENVIRONMENTAL EXPERIENCE in this project. The brand is born digital. And this challenge demands the amplification of its personality beyond the online environment and its limitations.
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The Brand becomes space. Experienced environment and Consumer Journey. In this context, and in light of a permanent dialogue with its consumer, the environmental and experiential attributes were established, as follows:
NATURALNESS
Spontaneity, Dynamism, and Simplicity.
This attribute and its decoders were pursued both in the store's spatiality and in the choice of materials and finishes. Starting from the façade, we built an easy-to-read language: distinctive without being challenging, elegant without being sophisticated. Such intentions are also translated into the store's interior and its VM strategies, where the wall display defines the store's landscape and organizes navigation by style axes; and the floor display, in turn, ensures calm and surprising exploration of the store. With new perspectives and focal points presenting themselves with every step the client takes. Through lighting, we ensured a clear and sunny atmosphere; with low contrast levels, but with product highlights. Regarding the finishes, solutions were adopted that conveyed a certain unpretentiousness, rawness, and spontaneity, in an elegant "imperfection." These intentions are translated into the choice of cementitious coverings, slightly rustic textures, and pale/timeless wood.
STRENGTH WITH DELICACY
Design, Strength, and Attitude
We brought these concepts as complementary and synergistic. An important connection point for Ashua with its client, projecting this role onto the store's displays and scenic elements, through the search for a simple, timeless, and affirmative design. These pieces, metallic elements — sometimes suspended, sometimes supported — present the collection and establish "frames" of attention for the client in this dialectic relationship; balanced by the dialogue with opaque surfaces, sometimes woody, sometimes cementitious.
WELCOMING
Comfort, Inclusion, and Security.
A defining attribute of the store's configuration, it presents itself through the balance between the store's openness to the mall and privacy zones; and between zones with higher ceilings (store entrance) and zones with lower ceilings (rest of the sales floor and fitting rooms). This approach has the ASHUA signature railing as its main manifestation. This element, in addition to lending identity to the store, also functions as a screen, ensuring privacy for the fitting room area. Strategies that together seek to create this feeling of welcoming, belonging, and security. From the unique and singular arrangement of these attributes and their evidence, we built the ASHUA ENVIRONMENTAL ATMOSPHERE, capable of spatializing its promise of Affordable Fashion for Curve and PlusSize Women. A contemporary Concept Store Design that presents itself as an important asset in the brand's Omnichannel strategy. This strategy also brings important operational innovations, such as mobile check-out (each sales consultant can complete the sale on a mobile device) and the integration of the cash register into the Sales Floor.
NATURALNESS
Spontaneity, Dynamism, and Simplicity.
This attribute and its decoders were pursued both in the store's spatiality and in the choice of materials and finishes. Starting from the façade, we built an easy-to-read language: distinctive without being challenging, elegant without being sophisticated. Such intentions are also translated into the store's interior and its VM strategies, where the wall display defines the store's landscape and organizes navigation by style axes; and the floor display, in turn, ensures calm and surprising exploration of the store. With new perspectives and focal points presenting themselves with every step the client takes. Through lighting, we ensured a clear and sunny atmosphere; with low contrast levels, but with product highlights. Regarding the finishes, solutions were adopted that conveyed a certain unpretentiousness, rawness, and spontaneity, in an elegant "imperfection." These intentions are translated into the choice of cementitious coverings, slightly rustic textures, and pale/timeless wood.
STRENGTH WITH DELICACY
Design, Strength, and Attitude
We brought these concepts as complementary and synergistic. An important connection point for Ashua with its client, projecting this role onto the store's displays and scenic elements, through the search for a simple, timeless, and affirmative design. These pieces, metallic elements — sometimes suspended, sometimes supported — present the collection and establish "frames" of attention for the client in this dialectic relationship; balanced by the dialogue with opaque surfaces, sometimes woody, sometimes cementitious.
WELCOMING
Comfort, Inclusion, and Security.
A defining attribute of the store's configuration, it presents itself through the balance between the store's openness to the mall and privacy zones; and between zones with higher ceilings (store entrance) and zones with lower ceilings (rest of the sales floor and fitting rooms). This approach has the ASHUA signature railing as its main manifestation. This element, in addition to lending identity to the store, also functions as a screen, ensuring privacy for the fitting room area. Strategies that together seek to create this feeling of welcoming, belonging, and security. From the unique and singular arrangement of these attributes and their evidence, we built the ASHUA ENVIRONMENTAL ATMOSPHERE, capable of spatializing its promise of Affordable Fashion for Curve and PlusSize Women. A contemporary Concept Store Design that presents itself as an important asset in the brand's Omnichannel strategy. This strategy also brings important operational innovations, such as mobile check-out (each sales consultant can complete the sale on a mobile device) and the integration of the cash register into the Sales Floor.
