Camicado Iguatemi
Customer: Lojas Camicado
Scope: Architectural Concept, Journey & Experience; Interior Project; Ambiance & Scenography; Network Rollout; Project Management; Manualization.
A journey of renewal in the retail experience.
Camicado is a reference in houseware in Brazil. However, after decades of commercial success, the brand's retail experience had been showing signs of wear compared to the new consumer demands and opportunities arising from omni-channel retailing.
The challenge: to evolve the store atmosphere in response to these pressures, but without losing its identity and without impacting investment standards.
In close collaboration with the Camicado Architecture and Visual Merchandising teams, R4DESIGN developed a new project strategy with innovations throughout the project. The façade, now widely open, inviting, and connected to the mall. Navigation and visibility were facilitated by the new layout configuration that establishes a main aisle, along which the product mix was organized by consumption occasion and arranged in affinity neighborhoods. Displays now prioritize the ascending presentation of products, from the center to the walls, without creating mid-store walls.
The challenge: to evolve the store atmosphere in response to these pressures, but without losing its identity and without impacting investment standards.
In close collaboration with the Camicado Architecture and Visual Merchandising teams, R4DESIGN developed a new project strategy with innovations throughout the project. The façade, now widely open, inviting, and connected to the mall. Navigation and visibility were facilitated by the new layout configuration that establishes a main aisle, along which the product mix was organized by consumption occasion and arranged in affinity neighborhoods. Displays now prioritize the ascending presentation of products, from the center to the walls, without creating mid-store walls.
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The centrality of the store was affirmed by the creation of the Customer Relationship Square and the market-place, an element that functions as a magnetic pole for the project due to its visual and programmatic imposition. Lighting, finishes, displays, and visual communication were also widely renewed, giving the store a contemporary and uncluttered mood. Such a significant intervention and qualification, with minimal impact on implementation cost, was only possible thanks to a meticulous cost and specification re-engineering effort, a job led by R4DESIGN together with the client and project/execution partners.
Since 2022, the new Camicado store model has been adopted as the brand's new retail standard and is being widely replicated in renovations and new units. Recent data confirms a relevant increase in the number of visitors and transactions performed in-store; in addition to an increase in recurrence rates, the average customer time in-store, average ticket, and number of items per ticket.
Since 2022, the new Camicado store model has been adopted as the brand's new retail standard and is being widely replicated in renovations and new units. Recent data confirms a relevant increase in the number of visitors and transactions performed in-store; in addition to an increase in recurrence rates, the average customer time in-store, average ticket, and number of items per ticket.
