PORTOFOLIO dudamachiavelli ENG

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PORTFOLIO


PORTFOLIO 2017


INTRO

Eduardo Machiavelli 38 years, architect graduated at the Architecture College of Federal University of Rio Grande do Sul. Began the career in 1997 at Design Alternativo (a pioneer design studio that brought scandinavian design to Brazil) developing Innovator furniture to Tok&Stok (Ikea-like Brazil chain). Also worked as a researcher for CNPQ (Brazil's National Council of Scientific Research). In 1999, with college colleagues started its own design studio. In 2000, after joined bertussi design as partner designed the first upholstery line of the brazilian furniture manufactor Florense. After that, was hired by GAD'Design, to work in the environmental graphic design department, of this brazilian design studio. Worked in several supermarket projects of Sonae and Wal*Mart local brands, such as: Nacional, BIG and Mercadorama. In 2005 was hired again by Design Alternativo as project manager in order to work for retail chains such as Magazine Luiza, Ponto Frio, Cybelar and other brazilian popular department stores. After 2007 starts acting like a free lance designer, and in association with local design entrepaneur Michael Weinschenck in areas such as retail design, branding, furniture design and consulting. The clients at this time were Klips Office Center, Tradesign and Irani. In 2008, designed the IMM’s fair stand of Irani in KÜln, where also presented its solid wood designs to worldwide customers, in the next year along with Weinschenck, brought to Brazil, Marcus Engman and his Kollo retailing design studio from Sweden, in order to pursuit brazilian retail customers, such as Tok & Stok and Magazine Luiza. In 2010 was selected to join the Architecure and Engineering Department of Lojas Renner, brazilian greatest fashion retailer, and after a couple of years helped to create and to lead the "Special Projects Unit", a in-company design studio. Since the beggining always worked with innovation and new business design, helping to create Renner's store standards. The main projects concluded yet at Renner are: Compact Store, Blue Steel, Youcom and the 2012-2017 Store Environment, a strategic project who aims to create a international class store standard allowing Renner to a start operations outside Brasil. In 2015, along with the italian visual merchandising expert Massimo Galvani (a former Renner consultant), designed a totally new store concept to Turkish fashion retailer Koton. In 2016 concluded his post-graduation degree in Strategic Design in a local course created in association with the Poli.Milano, also in 2016 began to teach in post-graduation design courses.

Cybelar Store Vinhedo - SĂŁo Paulo State - Brasil

ceiling detail


TOK & STOK FURNITURE EDITION In the early eighties, Antonio Aiello, a italian-brazilian architect, brought the concept of swedish furniture design, to brazilian retail. In 1978, after get in touch with Johan Huldt and his furniture brand, through a Abitare magazine ad, Aiello decided to go abroad. In a couple of months he went to Sweden and in his return started to create one of Brazil's most successful furniture chain. In his words: "In the beggining of Innovator's project we foresaw in Brazil all the industrial skills needed to produce Johan's furniture. The Problem was the lack of distribution channels, and its old fashioned concepts. We identify possible entrepaineurs able to understand the comprehensiveness of Innovator's concept. We've supported and estimulated the development of this new store, from the promotion of new products, until the choice of the best places for new stores. In this way, by using fresh and innovative conceptsTok & Stok is now the most relevant chain in operation in South America".

The experience in this design publishing house, developing both spanish and swedish products to be build in brazilian factories for the brazilian market was crucial to my professional qualification. Other important learning was the understanding of a comprehensive way of approaching the design practice, when clever design must also meet performance in sales. Understand and participate of the Tok & Stok "experience" helped me to develop a pratical and pragmatic way of working with design. This initial meeting with Ikea's, and scandinavian way, of joining together retail and design, was the main lesson. When you start designing the price of the product, after you've designed the store, is when good design is good business. Click Office Collection Innovator, Sweden above: first rendering of all the complete collection, middle: Click Desk for Tok & Stok collection folder bottom: Click Tower, designed in Brazil as a complementary piece for the group

La Literal Sellex, Spain line of multiuse beds with a unique spinning system


FLORENSE UPHOLSTERY

Fargo Collection

demountable e componible sofas, with this approach the logistic was much more easier, and the damages in transportation radically reduced.

Lumen Collection

the assembly system allows many compositions individually or in groups.

Florense is one of the best brazilian furniture factories, they considered themselves as "one of the most important international reference among factories of high-end products". Our conception for its first upholstery collection was a comprehensive work developed for two years, including training and research before the design of the products. The demand for a Florense exclusive sofa collection was an old request identified in the stores. Finally in 2000 we were commissioned to start the project. The job started with a 300 hour factory training, among with visits in partners, franchised stores and fairs, such as IMM Cologne and Milan's Salone. The main innovation of upholstered Florense products, was a demountable system, a new concept and an important development for this type of product in the high-end decor market.

Fargo Collection two, three or more places, stools, chaises, L shaped sofas, etc. With not more than 6 modules you could have dozens of combinations.


MAGAZINE LUIZA STREET STORE MEETS THE SHOPPING MALL

Magazine Luiza is one of the largest retail chains in Brasil, focusing on durable assets and enjoying a strong geographic reach across the country’s low-income class. We were comissioned by Ms. Luiza to develop its new Shopping Mall store. We were asked to enhance Luiza's main attributes and its corporate values known "as Luiza’s Way of Being, which is based on one golden rule: Do to others what you would have them do to you". With this people centered mindset we re-organize all the layout, creating relationships between the products and the home of the consumer. "The Kitchen" instead of "Refrigerators" and so on. We've developed a new signage and environmental design project as well as the design of a new set of display furniture.


BEFORE & AFTER mรณveis

a sala

sossego

POP wobler

"furniture"

"the living room"

pictogram


STARDARDS MANUALS GUIDES

Magazine Luiza's Guidelines

above the frontpages of Layout, Display Furniture and Signage Manuals, side some pictures and details of them.


CYBELAR VINHEDO

QUESTIONING PARADIGMS FOR LOW INCOME RETAIL

Cybelar is a retail company originated in the city of Tietê in the interior of São Paulo state. It was a very comprehensive and interesting project due to its challenges in creating a affordable store to a lowincome and country customer. After several experiences in designing stores for the retail mainly furniture - I was developing a particular repertoire of experiences and solutions.

In this experience in Vinhedo, a city in the heart of São Paulo state with 70.000 inhabitants, we were able to jointly put together a large number of already tested formulas and innovations. The main concepts implanted in this project were "10 points of innovation", that despite of its simplicity and obviousness were rarely used in such customer context at that time.


Vinhedo downtown, the place and the competitors:

Traditional layout: Lack of hierarchy between environments, visual confusion, crowded furniture line, and a hidden access to the mezzanine

Proposal: Alternation of environments: massive and cordenated offer; Spatial organization of the store from the relationship tower; Faรงade: balcony, brise soleil with logo and vertical showcase window.

10 points of innovation:

-faรงade: inviting and didactic;

-product exposure: dream and reason, products set with cordinated and massive exposure;

-Internal flow organization: paths, visual landmarks and signage;

-coziness: through opposition of hot and cold materials;

-emphasize tech products;

PROJECT GENERATOR PRINCIPLES

-emphasize the vertical circulation;

- centralized location of the TVs - store finishings: visual expression of display and credit area; the brand -relationship "tower". - environmental friendly: natural light and local materials;

Faรงade:

above: finished store side: construction and digital model;

Faรงade Sketches:

below: layout and volume sketches;


The great point of attraction of the store is the "Relationship Tower" a instore landmark that helps to organize the store sections and spaces. The purpose of this tactic is to gather special functions on a central point, leaving the walls free for the display of wardrobes, kitchens, among others products. This tower is created by shifting the position of the TV Panel (commonly located in the left wall), to attract and direct the flow of customers into the store. The TV Panel is strategically important within the visual environment of this type of department store. It is a focal point of attraction. Lights and Dynamic Images are proven to be attractive and generate a stream of people to be explored along its way. The tower also features the stair, which is supposed not to be an obstacle, but yet a fun and spatial landmark of the environment. It delimits the special areas of the layout by creating a visual element that organizes and signals the store to the user. This particular approach to this vertical element encourages the consumer to go to the second floor. When arriving on the second floor the experience of the tower is finished with the credit and customer service Cybelar, as well as, the coffee shop on the balcony, and bedroom furniture.

space organizer the shop landmark

mass display "rational"

relationship tower

products display room sets

"dream"

vertical circulation tech island Tv’s display panel credit area customer services

common

special

coffee shop shop window promo space


Customer services: a special recicled wood tile was developed by a local factory in order to be used in customer seating places, and other services spaces

Environmental Friendly Banner: all the rain water is collected and stored

Cybelar Faรงade Pattern: "signature" tiles to create a phisical expression of Cybelar brand in the faรงade.

Relationship Tower: three different

angles shows the important role of this landmark in the space organization as well as a in-store brand expression


KLIPS

BRAND, RETAIL AND PRODUCT DESIGN Klips is a retail concept developed initially in 2003, a shop specialized in office furniture, with a "SOHO" approach, ie Small Office and Home Office. The first draft of what would become this concept, "everything for your office in one place" came through the creation of the store's visual and architectural identity by creating a multimedia presentation that same year. At the beginning of 2007, the partnership for the first Klips franchise was agreed and the prototype store was inaugurated in Porto Alegre in April 2008. Together with Michael Weinschenck, the creator of the store plan, I was responsible for brand development and design, and all of its graphics and architectural applications, as well as almost 100 products.


Brand applications:

Delivery van, personal cards and brochures

Signage:

directional sign

Brand: 3D icon

Brandbook: Cover


"Yellow Point" discount logo: left banner, right sticker

Promo banner:

"thank you for flying klips"

Klips Office Center:

faรงade

Promo t-shirt:

used as gift to customers


TRADESIGN

BRAND AND RETAIL DESIGN Tradesign is a company that represents high quality international and national brands in furniture design, such as Kartell and Hermann Miller. When finalizing the partnership with Forma (a brazilian classic modernist furniture brand) and starting the relationship with Artefacto (a hi-end brazilian furniture brand), in late 2007 I was called to develop the brand strategies, graphic design and identity of the company's environment. Various applications and catalogs have been developed in addition to the interiors and facade.


Branding Tactics Presentation:

the former tradesign logo was a "galaxy shaped icon", the use of a sequence was the main inspiration

Store:

interiors with Artefacto furniture

Store: faรงade


PRODUCT RANGE MANAGEMENT, DESIGN TEAM TRAINING, CONSULTING AND FURNITURE DESIGN

Surf Collection

Developed as a "viral product" in order to generate, online recognition - a strategic collection with a "lifestyle approach" developed each month. The wardrobe a sales success and was selected for the design award of Movelsul Fair 2010, in the industry category. Together with the wardrobe there were also a "wave hanger" and a "surf trip" backpack.

For Irani furniture company we’ve designed more than 80 different furniture pieces, along with strategies and product range consulting. One of the challenges was the sales channel: just internet, in a period when this channel was just begining in Brazil. The brand already created for this operation was "meu móvel de madeira" (my solid wood furniture).

Seminar Brochure Cover

We have edited and produced almost twenty seminars and design councils to train the factory and commercial team to a design oriented management. The training events occurried monthly and in each one we’ve chosed a different example of solid wood design piece to the cover of the brochure. On the cover aside is "Frei Egídio" (monk Egidio) chair, by Lina Bo Bardi.

During this period, we created a internal design council along with a product design department. Currently these products can be found in several countries of Latin America and Europe. In the domestic market "meu móvel" have constantly growing sales, and stands in the top 5 brazilian on line furniture retailers. In 2010 two of the products designed in this period to be "viral ones" were selected for the Movelsul fair design award (one of the main design prizes in South America). They are the gourmet cart and the surfboard wardrobe.

Other collections

left, Aparados collection, for dinner room. above: linha Harmonia exercício de redesenho de linha existente.


Gourmet Cart Selected for design award Movelsul Fair 2010, industry cathegory.

Pets Collection

side: bird house "Caminito" and below dog house "Toby"

Boardie Collection

Sofas and racks

Puerto Collection Benches and tables


Kitchens

One of the strategic goals was to provide furniture for all rooms of the house, so we’ve designed the first collection of kitchens: above Villa collection, with eucalyptus doors and below the cheddar line.


Maxxy

multifunctional cabinet with mobile bookcase in front

Beto and Bita collection

kids collection for room and leisure

Bathroom

following the "furniture for the entire house" we’ve designed the Baden collection


IRANI STAND

IMM KĂ–LN MESSE '09 Stand Overview and detail

In 2009 Irani was the only brazilian company with a own stand in KĂśln fruniture fair. We were comissioned to design the stand, in a way it could be manufactered in Brazil, and shipped to Germany.

the stand should be produced in Brazil and shipped to Germany

Besides the stand design, we also worked at the fair in order to receive feedback about the perceptions of our furniture collections by clients worldwide.

Stand overview extremely simple and easy to assemble

Stand podiums

the podiums were also used as storage units

Boardie Collection sofas with solid wood structure


RENNER COMPACT STORE LESS NEEDS MORE The development of a new "compact store" format for Renner was the first challenge presented to me when I got hired by this brazilian fast fashion retailer in 2010. The basic lines of the store were almost already set, there were, however, some opportunities. Some aspects in signage and the design of the display equipments were still with a lack of attention. How should the equipments be? How to expose in small spaces with quality and simplicity for the client? The strategy was to have a more comprehensive approach of the space with the use of small componable modules and using the cubic and not only the square area. The use of massification among a more cordenated exposition was achieved with more than 40 new designs, never forgetting and actually looking forward - its applicability in the traditional store.

Column Display

Define a lifestyle in 6m².


The faรงade standards were redesign, as well as the signature logo applications in order to follow the brand's guideline. The perfume bar was all renewed in a soft "U" shape. The idea was to bring sophistication, clarifying each piece of the mix.

Nova Perfumaria Curved componable system. to attract and retain the customers, with a strategic centered location, lights and colors. In the backside accessories wall.

Faรงade and logo Brand, product and design.


Backlighted sunglasses display Due to its small size, high capacity and sales success it was quickly implanted in many other stores of the company increasing the sales from 40% to 70% becaming then the standard for all stores.

Shoe Display View ergonomics

Bijou displays

Also a new standard for the whole chain.


ENVIRONMENTAL GRAPHIC DESIGN

The signage system was designed not only to this particular project. It was, in fact, meant to be a prototype for a complete renewal of the environmental graphic design of all stores. The project was quite simple, we use the same typeface of the ads, to create sinergy with how we look outside the store and becuase it just works. We organized, type weights, alignments and the colour applications. The result was a guide book in which all elements were specified within minimum details in order to guarentee the production no matter who would built it.

Pictogram design Identity and yet common sense.


New Identity, new store a happy coincidence: during the development of the store a brand redesign was comissioned to renewal all Renner's brands, including Blue Steel.

SAME PRODUCT DIFFERENT STORE

BLUE STEEL

Blue Steel is the Renner urban, trendy and young brand, the best and more profitable one. The idea was to capture Blue Steel's lifestyle and materialize it in a complete new store environment. Same product different store. A awesome and fun interior design challenge. It was the chance to use most of design tools without the change of the variable "product" and put in action together - many ideas and experiences already done isolatedly in other cases.


Façade Shopping Boulevard Metrô Tatuapé, São Paulo - SP

The building project was commissioned to a São Paulo based design studio - FAL, and its development was managed by our internal team. The collaboration was quite close and we could develop many items internally specially the fitting rooms and the cashier. Our concern in this two particular points was to create brand identity landmarks in the store environment.


DETAILS FOR BRAND IDENTITY Urban reference with a touch of irreverence, this was the intention of the bus stop looking like cashier as well as the use of the same material steel roofing - for the fitting rooms. The fitting room hanger had the same goal, a low tech purchase intention organizer. In this prototype phase three stores were opened in three different markets of Brazil, one in the south in Porto Alegre place of our HQ and hometown, one in SĂŁo Paulo, the main market, and other in Belo Horizonte, all of them with consistent sales result. This store achieved important goals and the company decided to fine tuning the model and prepare an aggressive roll out. The "P" place, worked. Let's improve it.

Hanger with "preference organizer" (I'll take it! - Perhaps... - Next time) The choice must be simple.


Interior First plane welcome table with eyecatching coloured lighting fixtures.

"Tip" Tapes With some irreverent mottos such "kiss me e don't call me". Developed by the ad agency. Low cost and easy to apply.


YOUCOM

Following the success of Blue Steel, a certainty began to form in Renner: the need to open a new business, a sister company aiming the young consumer. The new company, however, would require a new brand to make it more suitable to its target market, somewhat averse to magazine brands. In 2013 Youcom brand was created in order to cut the ties with the Renner retail style.

FINE TUNING FOR 400 STORES IN A DECADE

At this time, the project was all developed in-house, leaving it to the Special Projects Unit. The new store standard should have a affordable cost for franchise, simplicity, durability and a clear environment signature. All this to achieve a bold goal: 400 stores in a decade.

Simplicity

Low cost: austerity and replicability with identity.


Façade system

3D Model studies

A rapidly expanding demands a simple and easy to build project. We’ve started with the mindset of "minimum intervention", open ceiling, apparent structure, walls with no more than paint and a reduced set of display equipments. This rusticity, however, must have some degree of sophistication in order not to be understand as "poverty" . To balance this "roughness" we invested in a hi-tech floor. A ceramic tile with a perfect 3D wooden pattern, wich gave the store at same time durability, easy maintenance and sophitication. The lighting fixtures were also another point of attention with concert like spots luminaires, evoking concerts and festivals and at the same time, ensuring a "stage" lighting for the products. The "signature" elements in the areas of service, were kept the same of Blue Steel. In cashier and fitting rooms we’ve just changed the logo.

Blue Steel cash desk

A landmark with personality that survived the brand change

Fitting rooms

Another "Blue Steel" signature landmark that survived


Interiors

General look with focal point and cashier

Simplicity

Black painted walls and black hanger profiles


Faรงade

"Street feeling" with transparency and simplicity

Display equipments One type of table, and one type of floor rack


Entrance focal point

Table and the "mechanical workshop" lighting fixtures helps to create identity

Ondulated roof sheet Signature material for services areas that remained from Blue Steel project


LOJAS RENNER REVOLUTION IN PRODUCT DISPLAY

"This is not an evolution, this is a revolution." With this phrase José Galló (Renner CEO) began the presentation of the new concept store in the newly refurbished floor of Iguatemi Mall in Porto Alegre. The sentence, handed down in February 2013, would only gain strength with the amazing results Renner would deliver in the following years.


The changes, the so-called "revolution" began in mid-2012 with the creation of Project "Store envinronment". Despite the general character of the name, the goal objective was clear: to create a world-class Renner store standard. This new Renner should be able to withstand future external competitors (topshop, gap and forever21) and likewise enable Renner's international expansion (to be the biggest and the best fashion retailer of the Americas is the corporate mission of Renner). The opportunity could not be richer for a retail architect. Create and format the display system of one of the largest retailers in Brazil. To Innovate, on the other hand, within a notoriously austere structure like Renner was a huge challenge and at the same time an opportunity to exercise pragmatism and commitment to results. To make clear to our directors board our intentions, we have to make explicit a number of concepts, anything but revolutionary, but not yet fully absorbed by our domestic retail. We proposed an "Exhibition Philosophy" where the goal was to get out of the sea of "racks" that floods the floors of most brazilian fashion retailers, towards a more efficient display system with more capacity and a more didactic approach to the consumer.

m² ≠ m³ Confort area: 90cm Prod. capacity: 20pcs/m²

Confort area: 180cm Prod. capacity: 42pçs/m²

Disciplines integration

Visual Merchandising and Design: the equipmant serving the product and store operation.


The main point to develop in the project was the ability to expose more products with more quality. The store, at that time, was a reflection of the purchasing department metrics, a twodimensional metric. This square meter standard generated a crowded store, flooded with cloth racks, hard to walk in a almost unaccessible way, where the customer was left to "move alongside the merchandise" and not "through merchandise". The explanation about the lack of clarity of this two dimension standard was the beginning of the speech. The stratagy was to take advantage of the third dimension creating a more vertical display system. Creating "rooms", integrating customer and merchandise in organizated spaces.

3D Models studies

A "room" composition for capacity and VM analysis


EXHIBITION PHILOSOPHY 1.1 UPWARD EXPOSURE 1.2 PERMEABILITY

Same equipment, different lifestyle

The vertical wardrobes were made in the same way for almost the whole store in order to achieve a industrial scale and same cost of the former system

1.3 MOBILITY 1.4 GROUPING OF PRODUCTS 1.5 REDUCTION OF SOIL EQUIPMENT 1.6 WALL EQUIPMENT 1.7 DIFFERENTIATION OF ENVIRONMENTS 1.8 CONCEPT OF FOCAL POINTS 1.9 NEIGHBORHOOD CRITERIA

The ultimate goal has always been enhance the consumer point of view: a didactic store, easy to buy, with merchandise at the height of the sight and not buried in dozens of floor racks rows. The system, however, must be simple. There's no use in organize the floor liberating the shopper's route to later create a huge number of walls with dozens of materials and sizes and types that ultimately only transfer the confusion of the soil to a greater height. We've developed one type of closet, one type of rack and one type of table. The message is simple, who should appear is the product. The equipment must have its identity, but its function is to be display products, not challenge them as in a design competition.


Two display heights Tops and bottoms with cordinated and massificated exposition

The results after three years of implementation testify the so called "revolution in the exhibition". The costs of furniture fell by 30%, the remodeled stores receiving new furniture has a sales increase of over 20%. The customer's length of stay in the store increased, mainly because the route in "rooms" ("pass through" and not "pass by"). The new display system in a combination of the right merchandise and integration with VM brought results. Renner, today, is the largest fashion retailer in Brazil.



Entrance Porch a redesign over the shopping mall standard

The main challenge of the project was how to be a department store in a context of boutiques. It was mandatory not to change Renner's interior standards, we have to maintain architectural and equipment standards, as well as visual merchandising standards. The strategy was aided by the high quality of the existing choosen build. The architectural interventions were minimal, basically summarized in the entrance porch and in the landscape design.

RENNER PADRE CHAGAS*

POPULAR BOUTIQUE *Padre Chagas St. is a Porto Alegre fancy commercial street


Backyard

the backyard garden received a landscape intervention in order to work as a place for husbands and kids to stay and chill out

Interiors

the same display equipments were used, and due to its simplicity and pure lines they worked as a boutique display system

Opening

The store was opened in the first half of 2015 in a event with the presence of local celebreties


RENNER STREET STORE CONCEPT


RENNER IBIRAPUERA AVENUE Former Circus Nightclub - BEFORE located in Moema neighbourhood in SĂŁo Paulo the nightclub was closed for more than a decade

In 2010, there was in Brazil the beggining of the shopping mall real estate crisis. and a subsequent real estate crisis. The new malls in mediumsized cities in the interior still lacked maturity to justify their operating costs. There was even a certain exaggeration in the proposition of these enterprises. This economic scenario generated great opportunities for the street retail. It was the right time to purpose a sistematic way to present our stores in a urban landscape.


Opening 11/11/2015 the opening event counted with a scenic LED illumination enhancing the particular details of the store façade

In mid-2014 the opportunity we hoped for came. A corner store on one of the most interesting avenues in the city of SĂŁo Paulo. The challenge was set: to make this store a reference for future street shops of the brand. We have to purpose a series of innovations aiming to create a "architecture signature" for Renner. The strategy was to choose and arrange a series of architectural elements, coatings and finishes to create a unique and easily identifiable identity. At the same time this street standard should be highly replicable for any situation, sustainable, affordable and ecologically correct.

Perforated aluzinc sheet, ventilated ceramic - detail the use of the perforated plate as a signature material ensured natural light for the interiors and a intersting outside night effect


Along with the concern to get a suitable palette of materials for the faรงade, it was necessary to maintain the same interiors standards of the mall stores. The creation of new elements should be selective and strategic. Vertical circulation in this street context is vitally important to the sales performance of upper floors. Making the escalator experience a desirable journey was the tactic taken to drive customers to the upper floors. Natural light and vertical elements that guide the sight up helps to create desire and curiosity in the customer to use the escalator. This staircase was also specially located in order to organize the layout of the store, as a scenic and central element.

Skylight illumination of the escalator vertical aluminium profiles, with natural illumination from the top and artificial light from the bottom


This new elements, however, could not forget the main thing: to offer the product a neutral and stimulating scenario for the disposition of the goods. The perforated sheet, while ensuring adequate illumination, could not damage the contrast of the goods. That's why we chose to use different colors inside and outside the plate.

Internal profiles for escalator highlight the aluminium beams together with the natural illumination have created a fun and desirable path the the upper floors, and at same time ensuring natural light e solar protection.


Perforated sheet, in and out

the choice of a single element that worked both to create a external identity and a correct internal display of the merchandise was one of the main concerns of the project.

The result of this new concept is already being used in new street stores of the company, bringing identity to the brand and working as a 24-hour media in the city. The future stores of Punta Carretas, Uruguay and Domingos de Morais in SĂŁo Paulo will be the next to open with this new standard.

Landscape and outside elements in street stores it's desirable to create standards for benches, street lamps, waste bins, bike racks, etc.


RENNER NEW PERFUMERY Renner is the only national fast fashion company to own a fragrance sector in all its stores. The layout of the store is developed from this sector, but unlike the confection, the interior design of the environment was not updated since 2011. In 2015 we were called upon to develop the project briefing and update the format to follow the design concept of the furniture of the the rest of the store. We realized at first that the great opportunity of the project was to offer the client the freedom to try out the products and at the same time organize the different categories in a didactic and intuitive way. For the development of the project we hired the office of the architect Bel Lobo in Rio de Janeiro.

Prestige perfumes

ensure free access to the testers while protecting the packaged goods helped the sales and the prevention of losses


Home and room fragrances the segregation of watch and home fragrances have given vitality to the business by ensuring independence for them and reinforcing the identity of premium products in the interior

The strategy of the project was the creation of an independent environment and at the same time integrated to the store through a spatial delimitation provided by a white steel grid. The equipment was designed using references of the already used equipment in the clothing sector, the steel profile, and the already existing chromatic pattern, black and white. There was a special concern to guarantee the self-service sale with the removal of obstacles (the limiting balconies of the old model were suppressed) and the organization by categories of the floor furniture . Indirect illumination, focusing on the grid, also helped to create the identity of the space, giving spatial relevance to the perimeter grid.

Illuminated furniture

The floor furniture with illuminated exposition plans helped to reinforce the glamour of premium brands, also making possible to create promotional niches


CAMICADO

NEW DISPLAY SYSTEM Camicado is a houseware store chain acquired by Renner in 2013. In 2016 we're comissioned in order to simplify the store construction due to the bold plane of expansion of Camicado. The design strategy target on the simplification of the construction avoiding the need of intervention on the walls for installation of racks, so it was created a freestanding equipment system resulting in reduction of construction time and costs. The project also aimed in the simplification and reduction of furniture items. Four different wall equipments asure 10 different combinations, both for floor and wall, ensuring store mobility and modularity. We also simplified the number of finishings and accessories. There were 6 types of wood patterns and 3 colours of coatings, we've chosen one type of wood (silver oak) and one colour (microtextured white) for the steel coating. The result was a economy of 30% in the costs of display equipments and minus 10% in the construction time, without any visible change in the store standards.

Same standards, different construction the use of a freestanding system with industrial inteligence and modularity brought a series of gains the construction, maintainence a operation of the store

Modularity and production standadization

More affordable, simple and easy to build


KOTON STORE CONCEPT Koton is the leader fashion retalier of Turkey, with more than 450 stores in 25 different countries. There are 280 stores in Turkey, the others are located mainly in Middle East, Russia and the Balkans. We were commissioned by Koton to offer alternatives to its store concept embracing since the faรงade until the layout standards and the metrics to assemble all the parts needed in a koton store. We started by the entrance: the faรงade can be a strong brand building media when easily recognisable. Two concepts were considered to achieve this signature faรงade, with a special concern in the choice of signature materials, to create the faรงade language, and the creation of a system to arrange the elements of the faรงade no matter size or store situation.

Positive - Additive

Negative - Subtraction

Additive and Subtractive Patterns

the use of the symbol of the brand is a common strategy for fashion retailers, in this case is purposed two approaches for the cottom symbol


Relationship between spaces In order to organize the structure of the whole store, a series of desirable relations were created among the different store zones

stok

lingerie jeans

stok

entrance window

window

?

Navigation and space relations service areas "landmarks"

Since the beggining of Koton's project we felt something very common in retail chains with a fast growing speed and familiar roots, a lack of formal standardization in the development of the stores.

40%

60%

gender axis

lingerie

Therefore, one of our missions was to give a logical and easy-to-apply standards to design the shop, we should design the requirements and conditions to divide and organize the store.

product mix axis

service areas

Standard Plan

The amount of area and the disposal of the product mix had received also a standardization, based on two axes, and the location of the customer services

Department division

Women x total area

Women area division

Women, Men and Kids

Kotom, Olé, Accessories and Lingerie

Kotom, Olé, Accessories and Lingerie

27% 60%

Standard Area Division The areas of each department and brands were carefully divided in order to create a formal way to divide the store's layout

20%

36%

59%

13% 2%

10% 12%

17% 4%

women

koton

lingerie

koton

men

olé

olé

kids

accessories

accessories

lingerie


Customer services areas

The same faรงade signature materials were also meant to be used as components for the services areas, such as the cashier desk (side) and the fitting rooms (below)

Denim Area

There was a intention of the development of a separated Denim store for Koton, so two ideias were developed for this zone, one scalable "Denim Arena", and one conventional wardrobe style layout


BRAND AND CATHEGORIES LANDMARKS Among the cathegories of the store we allow three cathegories, besides denim to have a particular expression: Lingerie, Olé (young women) and Kids

Lingerie

The ideia here was to create a porch with the homy and cozy feeling

Olé

Olé is the brand focused on young women and teenagers, so we focused the materials in a romantic city using a pantographic system emulating eiffel tower in combination with solid wood, often tied to denim - one of the main materials used in Olé.

Kids The inspiration here departed of wooden toys in solid wood, and sisal ropes often used in kindergarten toys such as swings


DILÚVIO FURNITURE:

AN UPCYCLING RETAIL CONCEPT

Dilúvio Móveis was my final work presented at UNISINOS for the conclusion of my specialization in Strategic Design. The paper presents the process of developing a proposal for a furniture retail channel based on reuse, ie the union of retail business vision with furniture upcycling strategies through a store. The process of development of this platform was made through the Strategic Design tools and was divided into three parts: 1) furniture retail cases, 2) meta-project and 3) project.

*we save furniture


Salvation and design Since Noah's Ark, the design had a important role for human survival. Today there are some initiatives (middle), in the future (right) perhaps we could generate revenue from city's garbage

The case study involved standard furniture retailers and reuse retailers along with case studies on designers focused in reused furniture. From this analysis it was found the opportunity for a reuse channel, and a number of innovative product strategies, it was perceived, also, a growing concern with consumerism and its excesses. The nature and the environment are the main harmed by the excesses of consumerism and a obvious aspect of it, is the pollution of the rivers. As a great majority of the cities Porto Alegre is crossed by a river, by the way, a polluted river (as most of cities).

The DilĂşvio river (portuguese for deluge) crosses the city east to west and receives a significant amount of the city's domestic sewer, and sometimes even sofas and other furniture can be found in the river course. The mission of the platform in this way is to stop this pollution using the disposal materials of the city as raw materials to create upcycled products. The conclusions lead to the nature of the platform, in first place the need to be local with a strong concern of the city envinronmental issues. A place to give, sell or buy old, refurbished and upcycled furniture, with costless logistics and in a simple way.

DilĂşvio's boatman, c.1900's The boatman incarnates and old and distant era where the environment was not as harmed as today

MISSION: "Contribute to the depollution of the city through the re-use of furniture, objects and materials " VISION: "We believe in the role of retail and design to establish a sustainable consumption pattern aiming a circular economy ".


Pepe's Grocery

The DilĂşvio's Boatman

The Garbage Resuscitation Machine

old inclusive

COMUNICATION MISSION

consumerism

The DilĂşvio's Boatman

trash

COMUNICATION VISION

luxury The Garbage Resuscitation Machine

Pepe's Grocery

lowsumerism EXPERIENCE

PRODUCT

vintage

PRODUCT

exclusive

In the the meta-project, the opportunities, strategies and threats were used in order to create a future scenario. A scenario of a desirable, cozy and comfortable store. A place of experiences exchange with local and innovative products, connected with the nature of the city. and comfortable store. Three scenarios were identified: the boatman, a symbol of old times, when the river was clean; Pepe's Grocery, a store with a cozy feeling yet simple and authentic; The Garbage resuscitation machine, a group of experts and designers commited with reuse and upcycling. The fusion of these scenarios resulted in the scenario below, detailed in the next two pages.




BRANDING AND APPLICATIONS

móveis

móveis salve os móveis, salve POA.

SPREE möbel

rette die möbel, rette Berlin.

THAMES furniture

The last part makes you see how was the process of the materialization of this scenario in the form of brand projects, shop, products, communication and services. The result is a system-product proposal, still little practiced, of distribution of reused and upcycled furniture.

TEVERE

arredamento

save the furniture, save London. salvare i mobili, salvare Roma.

móveis adopt a furniture

móveis salve os móveis, salve POA.


The shop would be placed in the same avenue along the dilúvio river, that is also a relevant furniture retail axis. The materials and the construction technics used in the building of the shop should meet the philosophy of the products, and mission of the company. The façade is a combination of green wall and pallette wall, the roof is also green, with natural illumination and in the end of the site is the workshop and stock

SHOP INTERFACES ON AND OFFLINE


PRODUCT STRATEGY: RETAIL MEETS UPCYCLING The product strategy begins with the organization of the desirable range with ikea's inspired style x price matrix. Other fundamental input to be understood is the main, and more abundant, raw materials available. The most abundant materials obtained from local streets and garbage dumps can be devided in two groups: wood, in various forms and in the other side materials such as plastic, glass and metal. Based on the materials it's developed a board with the possibilities of upcycling and design goals both for wood and other materials. Combining the insights of the boards and gaps in the range revealed by the initial matrix a series of briefings for new products are designed.

modern

neotraditional

brazilian contemporary

$$$ $$ $

glass vases

glasses

lighting

PET/plastics reproccess

furniture

metal dĂŠcor insertions perfis vergalhĂľes fios arames

modern

neotraditional

brazilian contemporary

Design Strategies for "other materials"

manufactured boards modular drawers and cabinets refurbishment system

solid wood authoral vintage upcycling

neotraditional

not processed wood

twigs, stumps and logs

Glass, Plastic and Metal have great upcycling opportunities in the field of decoration and accessories

brazilian contemporary

Design Strategies for Wood

Wood will be the main material for furniture, it appears in various forms in the local streets and dumps, and for each type there are a group of upcycling strategies

modern

neotraditional modern

modern

modern


see you soon!


PORTFOLIO Eduardo Machiavelli Pacheco Rio Grande, RS - Brazil - 1978

architect and urbanist Architecture College - UFRGS (Federal University of Rio Grande do Sul) strategic designer - post graduation Strategic Design Post Graduation UNISINOS (in association with POLI.Milano) skills/areas of interest: Project Management; Retail Design; Furniture Range Management; Branding; Product/Furniture Design; Graphic Design; Retail Architecture.

dudamachiavelli@gmail.com +55 51 99352.0899

Š MMXVII EDUARDO MACHIAVELLI


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