Interior Design II - P01- FDA

HAVAIANAS By: Latinas

TEAM GROUP: Carolina Jaén Stephanie Camaño Francesca Ponticelli Maria Luiza Giugni

HISTORY OF HAVAIANAS Havaianas is a Brazilian brand of flip-flop sandals created by Scotsman Robert Fraser in 1962. It is currently owned by Brazilian manufacturing company Alpargatas.

A fashion trend starting in the 1990s involved inverting the sole to make the coloured outsole face upwards, creating the appearance of a monochrome sandal. In response, Havaianas released a new line of eight one-colour sandals called Havaianas Top in 1994. Citizens of higher social classes then began to wear Havaianas. In 1998, with the impending FIFA World Cup in France, Havaianas introduced a line of flip-flops featuring a small Brazilian flag on the strap to show support of the Brazilian team.

The name Havaianas is derived from the feminine form of the Portuguese word for “Hawaiians”.

Logo was redesigned in February 2007. The idea was to make a subtle change that wouldn’t disfigure the original logo, already internationally known. The typographical adjustments made the logo more steady (standardizing all the A’s for example) and contemporary, besides making it more appropriate for stamping the flip flops.

HISTORY OF HAVAIANAS The 1960s was a key turning pointing in the history of Brazilian footwear. Prior to that decade, most footwear had simply been made from leather by German immigrants who brought with them the skills and materials to start industrializing shoe production.

1962 When everything started

1970 It all started there in fashion

1980 Basic like rice and beans

When everything started. The first pair of Havaianas was born in 1962, inspired by the traditional Japanese finger sandal, called Zori, whose soles are made of rice straw. The grain of rice inspired the texture of the rubber insole, one of several details that make the Havaianas an unmistakable mark.

In the 1970s, the hippie movement of peace and love preached a life free from consumer excesses that made flipflops into fashion. In Brazil, the young and the more politicized got into the mood, wearing Havaianas, of course.

Havaianas sandals become officially a fundamental thing in Brazilian life.

At that time, millions of Havaianas pairs were already sold each year and Havaianas had already become a staple product for all Brazilians, so much so that sandals were included by the Brazilian government in a list of key products to control inflation, famous rice and beans every day.

2008 All over Europe 2006 For elegant women

For the first time, the “Slim�

Havaianas style takes the stage. With a thinner and delicate strip, women all over the world immediately fall in love with this timeless model.

2011 The Magic of Disney

Havaianas opens its headquarters in Spain. Today, the brand also has offices in Portugal, France, England and Italy..

Havaianas begins a partnership with Disney with a collection of exclusive models with the most beloved characters of this magical world.

THE PRODUCT It is one of the simplest shoes on the planet: a piece of plastic, roughly the outline of your foot, with a crude strap holding the sole to your toes.

The colourful rubber shoes have become synonymous with Brazil. Many carry a little Brazilian flag on their strap

Across the country, there are whole shops dedicated to them. Rows and rows, in all colours and styles. There are strappy ones, shiny ones, ones in the colour of your favourite football team, ones with huge platform wedges. In total, there are over 400 models.

Havaianas embodies Brazil’s fun, vibrant and spontaneous way of life.

And it is this strong identity that has helped it hold its own, against cheap versions of what is an easy-to-replicate design.

MARKET PLACE Brazil’s Havaianas brand took the humble flip-flop to new heights, selling about 200 million pairs every year, it had produced a domestic and international phenomenon.

- The company behind them, Alpargatas, was sold in July 2017 for $1bn (£780m).

- Overseas, they have also proved a hit, and often sell at highly inflated prices: A pair encrusted with Swarovski crystals currently sells for almost $100 (£80) at Saks Fifth Avenue in New York.

- They are sold all over the world, in over 100 countries, from the UK to Australia.

- Worldwide, Havaianas main competitors are Crocs, RipCurl and Quicksilver.

- In Brazil Havaianas is not alone in the flip-flop market and faces some stiff competition. Azaleia and West Coast are two other brands that are claiming space in the market, while its biggest competitor is Ipanema. Despite the similarities, Havaianas’ patterns remain the most popular with Brazilians and tourists.

TARGET COSTUMER MEN

For the Youth/Kids, the brand is working with licensed products.

(Movies, Series, Video Games)

WOMEN For men and women, the brand is currently working on a product that can be used in a more casual way, not necessarily on the beach and pool. From that they developed the city sandals (women) and Urban sandals (men).

YOUTH / KIDS

MARKETING CAMPAIGNS Havaianas was one of the items featured on MoMA’s exhibition “items: is fashion modern?”, an investigation of 111 garments and accessories that have had a profound effect on the world over the last century.

Havaianas is launching the Campaign “Made of Brazilian Summer” where the famous flip-flops are being sold on special boxes.

In 2003 all 62 Oscar Nominees received a pair of Havaianas with Swarovski.

Havaianas + MoMA

Havaianas Made of Brazilian Summer And the Oscar goes to…

WAVES

DESIGN CONCEPT & BRAINSTORMING

FRIENDS FUN

SAND

BEACH

FRESH

SUMMER

FRUITS

CASUAL COLORFULL

TROPICAL

SUN

MARKET MARKET

SURF

INTERIORS DESIGN STORES

CONCEPT: ITALIAN MARKET

Window display

25.0

25.0

Technical Window display 159.2

159.2

190.0

190.0

ROOF PROJECTION

ROOF PROJECTION

ROOF PROJECTION

ROOF PROJECTION

149.2

149.2

180.0

180.0

125.4

125.4

162.0

LEVEL +470

40.0

40.0

393.7 331.0

LEVEL +054 LEVEL +000

ELEVATION OF FACADE ELEVATION OF ESC.1:50

25.0

25.0

Window - Analysis 159.2

159.2

190.0

190.0

ROOF PROJECTION

ROOF PROJECTION

ROOF PROJECTION

ROOF PROJECTION

149.2

149.2

180.0

180.0

125.4

125.4

162.0

LEVEL +470

40.0

40.0

393.7 331.0

LEVEL +054 LEVEL +000

ELEVATION OF FACADE ELEVATION OF 393.7

331.0

ESC.1:50

Window - Analysis 54.9

41.1

33.3

41.0

40.7

75.0

60.0

60.0

25.0

25.0 159.2

190.0

ROOF PROJECTION

ROOF PROJECTION

149.2

125.4

Foreground 40.0

Mid ground Background

180.0

186.7

ROOF PROJECTION

162.0

LEVEL +470

176.7

101.6

FLOOR PLAN OF FACAD

ESC.1:2

METAL STRU

TO SUPORT THE DECOR MADE OUT OF A WATERP

Technicals Elevations

ELEVATIO

1 1

PLANT BANANA TREE

HAVAIANAS FLIP FLOPS COLOR: GREEN NEON HAVAIANAS FLIP FLOPS COLOR: ROSE

HAVAIANAS FLIP FLOPS COLOR: PURPLE

331.0 55.9 40.0

HAVAIANAS FLIP FLOPS COLOR: RUBY RED AND ORANGE

40.0 PROPS VEGETABLE: BEETROOT PROPS VEGETABLE: CARROT

40.0

76.7

331.0

52.5

40.0 95.8

5.0 160.0 65.0

40.0

40.0

2 P-1

160.0

75.7

40.0

20.9

5.0

65.0 76.7

95.8

52.5

61.0

10.0

10.0 129.2

156.7

ELEVATIO

Concresteel

Bamboo

Wicker

Pallets

Wall paper

Bromeliad

Banana Tree

Wall paper

Rattan

Vines

Floor plan 570.9 114.5

5.0 80.0

80.0 5.0

114.5

77.0

101.6

5.0

P-4 C

80.0

270.5

10.0

MERCHANDISE

335.0

176.7

260.5 233.0

114.0

490.0

162.0

181.8

265.0

P-4 B

165.0

KOMBI BAR 120.0

180.0

278.1

BEACH

P-4 B

125.4

STORAGE 3

509.3

2

1

MERCHANDISE 0.00

149.2

UP

A P-4

54.00

CASHIER

60.0

MERCHANDISE

160.0

PEDESTRIAN STREET 80.0

270.5

10.0

144.6

80.0 342.0

360.0

740.0

25.0

N

25.0

751.5

P-4 C

60.0

A P-4

55.0

FLOOR PLAN LEVEL +000 ESC.1:50

Floor plan - Analysis 570.9 114.5

5.0 80.0

80.0 5.0

114.5

77.0

101.6

5.0

P-4 C

80.0

270.5

10.0

MERCHANDISE

335.0

176.7

260.5 233.0

114.0

490.0

162.0

181.8

265.0

P-4 B

165.0

KOMBI BAR 120.0

180.0

278.1

BEACH

P-4 B

125.4

STORAGE 3

509.3

2

1

MERCHANDISE 0.00

149.2

UP

A P-4

54.00

CASHIER

60.0

MERCHANDISE

160.0

PEDESTRIAN PEDESTRIAN STREET STREET 80.0 60.0 10.0

80.0 342.0

360.0

740.0

25.0

N

25.0

751.5

P-4 C

270.5

144.6

A P-4

55.0

FLOOR PLAN LEVEL +000 ESC.1:50

DESIGNERS:

Floor plan - Zoning 570.9 114.5

5.0 80.0

80.0 5.0

114.5

77.0

101.6

5.0

MERCHANDISE

P-4 C

80.0

270.5

10.0

335.0

176.7

260.5 233.0

114.0

490.0

162.0

181.8

265.0

P-4 B

165.0

KOMBI BAR 120.0

180.0

278.1

BEACH

P-4 B

125.4

STORAGE 3

509.3

2

1

MERCHANDISE 0.00

149.2

UP

A P-4

54.00

CASHIER

60.0

MERCHANDISE

160.0

360.0

740.0

PEDESTRIAN STREET 80.0 60.0 10.0

342.0

25.0

N

80.0 25.0

751.5

P-4 C

270.5

144.6

A P-4

55.0

FLOOR PLAN LEVEL +000 ESC.1:50

Gold Zone

Platinum Zone

Bronze Zone

Silver Zone

Floor plan

PEDESTRIAN STREET

DESIGNERS:

P-4 C

FLOOR PLAN LEVEL +000 ESC.1:50

Section A-A’ LEVEL +470

5.0 50.0 5.0 50.0 71.0

5.0 50.0

416.6

5.0 50.0

130.0 40.0

65.0

50.0

45.0

50.0

5.0

30.0

40.0 75.0

5.0

210.0 30.0

110.0

30.0

LEVEL +054 54.0

LEVEL +000

SECTION A -A´ ESC.1:50

Section B-B’ LEVEL +470 86.6

50.0 50.0

40.0

5.0 xo

145.0

40.0

xo

50.0 50.0 110.1

50.0

332.7 40.0

205.0

40.0

211.0

50.0

30.0

LEVEL +054

30.0 90.0

30.0

54.0

45.0

LEVEL +000

SECTION B -B´ ESC.1:50

LEVEL +470 4 P-3

416.6

40.0

65.0

20.0 40.0

45.0

LEVEL +054 LEVEL +000

SECTION C -C´ ESC.1:50

54.9 1.00

416.6

LEVEL +054

30.0 90.0

30.0

Section C-C’

54.0

45.0

LEVEL +000

LEVEL +470 4 P-3

416.6

SECTION B -B´ ESC.1:50

40.0

65.0

20.0 45.0

40.0

LEVEL +054 LEVEL +000

SECTION C -C´ ESC.1:50

LEVEL +470 4 P-3

54.9 1.00

9.5

HAVAIANAS

416.6

HAVAIANAS

.30 HAVAIANAS

30.0 HAVAIANAS

.30

30.0

.30 HAVAIANAS

.30

40.0

65.0

2.10

30.0

.30

20.0

PROPS FAKE FRUIT

45.0

40.0

30.0

HAVAIANAS

.30.90

LEVEL +054 LEVEL +000

30.0 90.0 30.0 5.0

CALLOUT 4 - SIDE VIEW

SECTION C -C´

PROPS FAKE FRUIT

.30 60.0

ESC.1:20

210.0

30.0

80.0

5.0

80.0

5.0

80.0

5.0

80.0 5.0 ESC.1:20

CALLOUT 4 - FRONT VIEW

ESC.1:20

ESC.1:50

DESIGNERS:

STEPHANIE CAMAÑO CAROLINA JAEN

FRANCESCA PONTICELLI MARIA LUIZA GIUGNI

HAVAIANAS

PROJECT:

30.0

VISUAL MERCHANDIS

HAVAIANAS

30.0

BRAND: HAVAIANAS

30.0

HAVAIANAS

30.0

210.0

CONTENT:

DISPLAY DRAWINGS

30.0

PROPS FAKE FRUIT

30.0 90.0 DESIGNERS:

STEPHANIE CAMAÑO

30.0

TECHNICAL DRAWING

SCALE: IN PLAN

PAPER

A1

Area Principle TOP ZONE

MIDDLE ZONE

BOTTOM ZONE

THANK YOU!