Eduardo Machiavelli 2022 PORTFOLIO by Eduardo Machiavelli

PORTFOLIO

EDUARDO MACHIAVELLI

INTRO

dudamachiavelli@gmail.com +49 1516 714 9707

Architect graduated at the Architecture College of Federal University of Rio Grande do Sul. Began the career in 1997 at Design Alternativo (a pioneer in design publishing house that brought scandinavian design to Brazil) developing Innovator, Pelikan, Sellex, Flou, Puntmobles furniture to Tok&Stok (Ikea-like Brazil chain). The tasks included supplier sourcing and engineering, as well as the economic viablity for Brazilian Retail. In 2000, after joined Bertussi design and designed the first upholstery line of the brazilian hi-end furniture manufacturer Florense. Returned in 2004 for Design Alternativo as Design Manager and help the development and engineering of Claro Telecom Company kiosks and POP systems, with budget reduction of more than 50% budget savings. In this period also developed systems for popular brazilian retailers such as Magazine Luiza (Brazil’s greatest retail group) at same time Tok&Stok’s furniture development followed along. In 2007, designed and developed more than 100 solid wood products for Irani Solid Wood Furniture Company. In 2008 designed IMM’s fair stand of the company in Köln, where presented its solid wood designs to worldwide customers, in the next year along with a brazilian partner, 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 Architecture 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 concept and furniture engineering studio. The challenge was to develop the new design concepts, engineering and also source suppliers. The result was a complete system of furniture layout and design, with almost 30% saving in costs, the development a 250 different furnitures and the developing of dozen new suppliers all over Brazil. The main projects concluded at Renner were: Compact Store, Blue Steel, Youcom and the 2012-2017 Store Environment, a strategic project that delivered an international class store standard allowing Renner to a start operations outside Brasil. In Youcom and Camicado important budget savings were obtained with the industrial development of systems, supplier sourcing and also with a smart simplification of the design standards. Results: -30% per sqm. for Youcom and -30% cost and -33% construction time for Camicado. In 2016 concluded his post-graduation degree in Strategic Design with the thesis “Diluvio Furniture, an upcycling Retail Concept”, also in 2016 began to teach in post-graduation design courses. In 2018 went to Italy to live in Milan developing retail and display furniture projects, as Moleskine Store Designer, which included the engineering along with italian suppliers of the company’s new store standard. In the meantime also worked with retail clients in Brazil (Diff’s Shoe Store) and Italy (Garmin, Honma and Huawei). Since 2020 is living in Germany working as Manager Retail Design at Cybex, a world leader in juvenile products, designing stores and developing and engineering the new furniture standards towards the creation of a system that will support next years company expansion maintaining company’s luxury approach with the right cost per store.

Renner Store

facade detail

Ibirapuera Street - S.Paulo - Brasil

CASE STUDIES

dudamachiavelli@gmail.com +49 1516 714 9707

CYBEX

CAR SEATS AND STROLLERS RETAIL MEETS THE FASHION BOUTIQUE a a

Cybex is a world leader of juvenile products, famous for its superb and safe child car seats and fancy fashionable strollers. The company is developing its first self operated stores and Prague’s Flagship was the first in Europe. The main challenge for store standardization in Cybex was to create a system that allowed the existing free geometrical podium design with a production friendly project. A simple and variable shelf system was also needed to display from soft goods as footmuffins, to furniture and strollers. In order to achieve that a geometrical simple system was designed, considering an efficient raw materials use; cost and environment friendly.

Prague Flagship Store

top of page facade, above interiors

Prague - Czech Republic

The system was developed considering the layout and interior design needs combined with industrial smart solutions. A precise amount of furniture variations carefully designed and engineered allowing hundreds of variations for the display of different assortments in any given space. A combination of the best industrial tools, along with the freedom to design whatever the customer needed. After the system approval, the next steps will be the documentation of engineering solutions and design staff training. The result of simplicity and cost savings will impact from design to production and from tender process to construction. And last but not least supporting a bold expansion while maintaining Cybex’ unique luxury approach with the right time os development and the planned cost per store.

MANUALS, STANDARDS AND TRAINING: THE “HOW TO” FOR DESIGNERS AND THE “WHY TO” FOR STAKEHOLDERS

First two Standards Manuals

01. Design Heritage and 02. Design Standards

Tel Aviv Flagship Store

facade and interiors

Armani Towers, Tel Aviv - Israel

MOLESKINE Moleskine is one of the most creativity oriented brands, its iconic notebook is at same time a tool for self expression as well as “a symbol of contemporary nomadism around the world”. Moleskine is one of my favourites brands. I’m always with my sketchbook. My relationship with the brand, however, would have a evolution beyond the notebook. In August 2018, Moleskine was just opening its new store concept in Milan, one month later I was hired to work as Exhibition designer at Moleskine’s Global Visual Merchandising department. Since then I’ve been involved and challenged with projects of all scales and types: from shelf displays to special events, from pop ups, in store corners, fairs to retail shops; unifying and organizing brand expression through strategic design tools.

Top: Primary Brand Story Table Display Below: Exhibition room for Milan Design Week 2019

With this new approach after a short time it’s possible to overview the first results: New Guidelines for VM and In Store Comm, an strategic approach to the retail in the caffe and the development of store layout strategy based on a consumer oriented solutions rather than product types.

Top: Arese Shopping Pop Up Kiosk Below: PSI Fair stand 2019, Dusseldorf

NOTE TAKING

PRODUCTIVITY

TRAVEL

CREATIVITY

ORGANIZING

VISUAL MERCHANDISING NEW GUIDELINES Following the development of a new range of accessories and products for Moleskine completing the Classic Notebook environment we identify the need of shift in product display. The approach changed for selling products, to selling solutions and the display technique from hanging to shelving. We also developed a series of tools in order to allow a right display of the range in an easy and fail proof way.

From top to bottom: A new “shelving” approach and zig-zag + piramid VM technique

To spread this new VM mindset we also edited a new guideline book, and the results, so far a quite exciting: A better conversion rate, and the rise in participation on “non paper” cathegories.

From top to bottom: The solution clusters, Layout approach, VM techniques and the main features of the new concept

NEW WHOLESALE SYSTEM Following the new concept of the Milan prototype store we started to develop the “roll out” of the concept for other moleskine consumer touch points. First with the Popup in the Arese shopping Center, in the outskirts of Milan, and then for projects in China, Kazkhstan and Japan. At the same time we were challenged to

create and engineer a complete system of units and components capable of being constructed by any factory in any part of the world. The system should also allow our internal teams to develop the wholesale point-ofpurchase in a standard way with the “one message, one brand” mindset. From top to bottom: The complete set of system elements, some assembly examples. Kazkhstan Pop Up concept render and Indigo Shopping Shanghai

Pop Up and Corners: Arese pop-up and Coin corner simulation

IN STORE

COMMUNICATION “The in-store Communication, materialised in a signage system, is a key asset to our Store Environment and to our Brand Identity. Signs are our silent but highest-selling salespeople. Signage helps our customers to navigate our shop and to understand our offer in an independent way, without the need of asking sales staff basic questions. An efficient signage system is a respectful (and profitable) attitude towards our customers” That words were at the first introduction of the guidelines we’ve done for the renewal of the in store communication system we developed in order to clarufy and simplify moleskine shopping experience. The project consisted in a 3 level approach to this system: Navigation, Information and Inspiration, from permanent, to temporary comunication, and also reinforcing the VM new concept, of selling solutions for a specific consumers, rather than products. Above: Guideline pages Side: Some communication tools

PSI Fair: This german annual event is the main fair of the industry, this 2019 booth was the prototype of the new fair concept

Moleskine has a busy fair calendar with almost 20 events each year. For a smooth development of the booths and a coherent brand expression, we’ve developed a fair concept and booth design guidelines. The first fair to receive the new concept was the german PSI Fair, all the details were carefuly designed, from table and wall displays, to meeting rooms and walls configuration. Based in this experience we developed also a guideline manual, in order to unify all Moleskine Fairs no matter size nor budget.

Fair Guidelines: directions to place logo

The feedback: Francesco Lepre, Moleskine Managing Director EMEA said after visiting PSI: “Excellent work, a high impact booth, strongly representative of the brand but also functional. Right balance between innovation and iconicity”.

Above: Asia and London fairs

MOLESKINE

CAFE

Moleskine Caffee is a special consumer touch point of the brand: “a new way of living café life that reinterprets the idea of the café littéraire”. Our mission was to Improve the shop experience, Increase retail sales and Raise the average ticket. The strategy was to simplify the shop experience through: product selection and accessibility to retail areas, together with an expansion in capability and a didatic display of the merchandise. We achieved with a 40% cut in the total SKUs and the change of the layout and the display fixtures a rise of 30% in sells.

Concept: sketches and layout of the new retail strategies - retail strip and publish corner

FLY ME TO THE MOON For the 50th anniversary of the first manned moon landing, Moleskine had launch a special edition backpack and notebook. In Milan Caffe, during the Design Week,there were also a special installation at cafe’s sidewalk and a photo exposition inside. We were commissioned to organise and design the interiors. “The exploration is not a destiny, the exploration it’s all about the path you take” with some internal landmarks we’ve created an exposition promenade reaching the climax at the “Lunar” Room, to showcase the backpack and at the same time creating a fun place to drink a spritz or a coffee.

Photo Exposition: sketches and exhibition fixtures

MOLESKINE CAFÉ

MILANO DESIGN

WEEK 2019

HUAWEI

CUSTOMER SERVICE CENTER Usability and comfort were the objectives we pursued in the opportunity to create a display system for customer service centers by aligning our ideas with the brand standards and seeking modularity to meet the needs of any type of space. The help center was divided to showcase the variety of the brand's products and integrate the different types of support provided by the experts. Conceptually separated into two macro areas, one half was dedicated to products and services, the other to the "experience" side.

We highlighted the laboratory where repairs are carried out for all products, extending their life in order to be more respectful of the environment. To create a direct experience, a small window opens onto the space where you can see your objects being repaired. Another special attention was paid to seats such as leather armchairs with side sockets to charge your devices. The shapes designed to be aligned with the complex of furnishings also extend to the stools and modular ottomans that recall the brand logo. The “experience” side was conceived as a reference area to seek inspiration and teachings. Divided into thematic islands, this space has the dual function of generating brand awareness and at the same time entertaining the customer. For this reason, the curved wood displays have been designed with graphics and interactive displays. The "gaming area" and the "multimedia corner" are an example that tangibly expresses these concepts.

Experience Concept

GARMIN IN-STORE DISPLAY SYSTEM The opportunity

Garmin makes products that are engineered on the inside for life on the outside its products allow customers to make the most of the time they spend pursuing their passions. From GPS navigation and wearable technology to the automotive, outdoor and fitness markets. In a world of complicated products, however, how to make clear the

complex features and categories of Garmin offer? The best way the understand a complex product is using it. No web comment, nor advertise will better explain the solutions offer by a merchandise than the use of the product itself. The opportunity is to create an experience display system that offers the use and the experience of the product in a simple and fun way. Premium Experience Concept Pets

1.8m

Pets Experience Display: How it works?

1. Read and Start the simulation 2. Pick up and Understand

45 45 45

120

105

outdoor

sports

auto backlighted plan

product type x cathegory running thriatlon aquatic

golf

bike

trekking

hunt pets

auto, motorcycle trucks and camper

watches

45 45 90

navigators varia accesories

communication

active truswing scuba dive approach

xero

collars

cameras

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 initiatives (middle), 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 Dilúvio 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.

Dilúvio's boatman, c.1900's The boatman incarnates a 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 Dilúvio's Boatman

The Garbage Resuscitation Machine

old inclusive

COMUNICATION MISSION

consumerism

The Dilúvio'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.

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

BRANDING AND APPLICATIONS

móveis

móveis salve os móveis, salve POA.

SPREE

THAMES

möbel

rette die möbel, rette Berlin.

furniture

save the furniture, save London.

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 salvare i mobili, salvare Roma.

móveis adopt a furniture

móveis salve os móveis, salve POA.

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.

brazilian neotraditionalcontemporary

modern

$$$ $$ $

glass vases

glasses

lighting

PET/plastics reproccess

furniture

metal décor insertions perﬁs vergalhões ﬁos arames

modern

neotraditional

brazilian contemporary

Design Strategies for "other materials"

manufactured boards modular drawers and cabinets refurbishment system

solid wood authoral vintage upcycling

not processed wood

twigs, stumps and logs

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

brazilian neotraditional contemporary

Design Strategies for Wood Wood will be the main material, 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

SELINA ALHAMBRA

GRANADA NICARAGUA

Alhambra Hotel at Granada was the property Selina (a super cool hostel chain start-up) took to make its debut in the country of Sandino. It used to be one of the finest hotels in this colonial Nicaraguan city, located in the Central Square just a few meters from the Cathedral in the heart of the town. Alhambra was founded in the 1898 and for several years was the official hotel of the “International Granada’s Poetry Festival” and althought its “Colonial Style Facade” make people wonder that you are facing a true historical heritage, the fact is that this facade was a “facelift” built in 2004, and before that the hotel had a modernist facade. Top: Alhambra’s facade evolution Below: Facade study sketch

The facade challenge was how to comunicate this new phase of Alhambra’s history. How to make clear this conversion from an old folks Hotel to a vibrant hostel, and at same time respect the rules of the municipality? The answer was right at our feet. The colour pallette of the Hostel design standards was basically obtained from the rich colour variations of the local produced encaustic cement tiles. The porch floor tiles had a combination of colors that were at same time traditional and vivid and after hundreds of simulations we’ve came up to a combination of pastel colours derived from the three primary hues present on the tiles. Inspiration: Alhambra’s floor, Detail of the local produced Encaustic Cement Tiles of the porch’s floor

Facade: Original facade and digital simulation of the colors and signage

Entrance Porch: concept sketch, a big relax and invinting spot

ENTRANCE PORCH

The entrance porch was a key element to the project as a whole, it should invite people to join the “Selina lifestyle” by showing the warmth and fun you would be part, once you enter this world. It should call the attention of the passers by creating an inviting atmosphere and the curiosity of what surprises would be inside of this unique place.

Top and side: Entrance Porch: Entrance porch from inside

INTERIORS

Ground floor: plan from initial survey

The Alhambra Hotel, was at that time, one of the biggest Selina’s properties, a three store building with almost 3000 sq/m, with a lobby opening to a internal patio in the best Spanish/Mourisque architecture tradition (it’s not a coincidence the Alhambra name to this Hotel located in Granada).

internal Patio: Above: from lobby, side: Internal patio overview looking towards entrance

RECEPTION The reception desk and back wall were all made of reused furniture of the hotel inventory, this upcycling mindset – i.e. the re-use as design strategy – is one of the most remarkable qualities of Selina’s interior design standards. Upcycling and reuse can be seen in almost all Selina’s properties, it’s good for the environment, and for the business, it is often cheaper, lasts longer and requires less maintenance. Before working with Selina I had designed a retail concept using only upcycled materials and with this experience I could enhance my knowledge and learn a lot in a real way. Top: Reception concept sketch and render side: Reception photo

BAR

side: Bar concept sketch and render top: Bar photo

The Bar is the central area for a Hostel, and a huge opportunity for earnings to the business. The Alhambra Bar, was literally central, located in the middle of the Hostel Lobby under a dome with natural skylight.

COMMON AREAS

COWORKING

Coworking is a strategic place for Selina’s hostels envinronment, it’s a place designed for the digital nomads a group whose this company efforts are aimed to. The place chosen for the coworking in Alhambra was the former Convention Saloon connected to the inner patio through several high windows. Top: Coworking concept render side: Coworking photos

POOL AREA

COMMON KITCHEN

Top: Common Kitchen render and photos side: Pool render and photo

ROOMS

The rooms, of course, are the main topic of a hospitality project. In Selina the rooms have a wide range of types allowing since the low budget backpacker until the no money issues world traveller to stay in and share experinces in the common areas. The rooms range from collective dorms until Deluxe Private Suites with all amenities and gadgets of high range hotels, you can stay in Selina from US$15 to US$200 a day, a really democratic hospitality choice. The rooms were also the perfect place to repurpose the hotel old furniture into fresh and new upcycled pieces.

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 façade until the layout standards and the metrics to assemble all the parts needed in a koton store. We started by the entrance: the façade can be a strong brand building media when easily recognisable. Two concepts were considered to achieve this signature façade, with a special concern in the choice of signature materials, to create the façade language, and the creation of a system to arrange the elements of the façade 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 To organize the structure of the whole store, a series 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 area and the disposal of the product mix had a standardization, based on two axes, and the location of the customer services, too. Department division

Women x total area

Women area division

Women, Men and Kids

Kotom, Olé, Accessories and Lingerie

27% 60%

Standard Area Division The areas of each department 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

kids

accessories

lingerie

Customer services areas

The same façade 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 two ideias were developed for this zone, one scalable "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, we focused on a romantic mood using a pantographics emulating eiffel tower combining with solid wood, often tied to denim - one of the main materials used in Olé.

Kids The inspiration: wooden toys in solid wood, and ropes used in kindergarten toys such as swings

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.

RENNER STREET STORE CONCEPT

RENNER IBIRAPUERA AVENUE Former Circus Nightclub - BEFORE located in Moema neighbourhood in São 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 São 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 unique outside night effect

Along with the concern to get a suitable palette of materials for the façade, 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 aluminium profiles, top natural illumination 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 worked both to create a external id. and a correct internal merchandise display were 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 São 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.

Domingos de Morais, Sao Paulo - Brazil Top, finished building, above right corner details

OTHER FAÇADES

Paulista Avenue, Sao Paulo - Brazil

Punta Carretas Shopping, Montevideo - Uruguay

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

Fitting rooms

A landmark with personality that survived the brand change

Another "Blue Steel" signature landmark that survived

Interiors General look with focal point and cashier

Simplicity Black painted walls and black hanger profiles

Façade "Street feeling" with transparency and simplicity

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

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.

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.

SAME PRODUCT DIFFERENT STORE

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 São 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.

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 in construction, maintainence a operation of the store

Modularity and production standadization Affordable, simple and easy to build

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:

Brand:

directional sign

3D icon

Brandbook: Cover

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

Promo banner: "thank you for flying klips"

Klips Office Center: façade

Promo t-shirt: used as gift to customers

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). 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.

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.

Other collections left, Aparados collection, for dinner room. above: linha Harmonia redesign for exisiting line

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

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, 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.

TOK & STOK FURNITURE EDITION In the early eighties, Antonio Aiello, a italian-brazilian architect, brought to Brazil 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 helped 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 were the lack of distribution channels, and its old fashioned concepts. We identify possible entrepaineurs able to understand do 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

dudamachiavelli@gmail.com +49 1516 714 9707

EDUARDO MACHIAVELLI

ARCHITECT DESIGNER AND RETAIL STRATEGIST

MAIN QUALIFICATIONS - +20 years of experience in the retail design industry; - Team leading in retail innovation; - development and management of dozens of store concepts and strategies for retail chains worldwide; - More than 100.000m2 of retail spaces designed, cordinated and built - development of one the firsts LEED certificate brazilian high street apparel store; - Experience in the fashion, furniture, consumer goods, hospitality among other retail industries; - Comprehensive experience in branding, signage and graphic design for retail and hospitality; - More than 500 furniture items designed and engineered, both for retail and residential purposes; - Advanced skills in project management, furniture production and engineering product development, 3D modeling and store construction.

INFO

EXPERIENCE

Date of birth 17/04/1978

Cybex - Bayreuth, Germany (2020-present)

Nationality Italian/Brazilian

EDUCATION Master in Strategic Design 2014/2016 UNISINOS - P.Alegre, Brazil Architect and Urbanist 1997/2005 UFRGS - P.Alegre, Brazil

LANGUAGES Portuguese

MANAGER RETAIL ARCHITECTURE

Activities: Interior and furniture design, technical corrections management. Furniture system engineering and layout standards development. Team leading on specs, data and furniture standards. Retail projects: Shop in shops and stores across Europe and also Tel Aviv Flagship. Sector: Cybex is a world leader of juvenile products, famous for its superb and safe child car seats and fancy fashionable strollers. www.cybex-online.com

IN-STORE EXPERIENCE DESIGNER

Moleskine - Milan, Italy (2018-2020)

Activities: Interior and graphic design. Special projects: Fairs, Events and Moleskine Caffee. Retail projects: layout, renderings and VM. New suppliers sourcing and furniture engineering and display design. VM and In-store communication guides, popup and wholesale projects and store concepts. Sector: Moleskine is the world’s most famous and relevant notebook brand. www.moleskine.com

SENIOR ARCHITECT/ RETAIL DESIGNER Lojas Renner - Brazil (2010-2017)

English Spanish Italian German

Activities: Specialist Senior Architect, leader of the Special Projects Unit of Renner’s Architecture and Engineering Division. Development of store design standards: façades, interior concept, operative furniture, exhibition equipments. Development of Guidelines and Manuals for signage, furniture and graphics. Development of young apparel store concept for “Youcom” (a sister company chain internally developed). Development of display equipments for “Camicado”, a Renner’s houseware sister company. Member and secretary of Company’s Design Standards Committee, along with the Executive Officers and General Managers. Responsible also for the first store outside Brazil (Montevideo, Uruguay) and for the first LEED certificate street store of the company (Domingos de Morais). Sector: Renner Stores is the leading group in Brazil’s fashion retail market with more than 500 stores in South America with a brand value worth US$5.7 Billion. www.lojasrenner.com.br

+49 1516 714 9707

dudamachiavelli@gmail.com

Nuremberg, Germany

RETAIL DESIGNER

Koton - Turkey (2015) - while working at Renner Activities: Design experience abroad, while working for Renner. Store concept and Interior design for the Turkish fashion retailer Koton. Sector: Koton is Turkey main fashion retailer with more than 300 stores in 25 countries. www.koton.com

DESIGN CONSULTING / FURNITURE DESIGNER Machiavelli Design - Brazil (2007-2020)

Activities: Furniture design and range design, staff training in retail methodologies, strategies and product development. Retail concepts, projects and services. Clients: Meu Movel de Madeira, Klips Office Center and Tradesign. Main client sector: Meu movel de madeira (portuguese for “My wooden furniture) is the leader in brazilian’s furniture only e-commerce retail. www.meumoveldemadeira.com

SKILLS

DESIGN MANAGER

Hand Sketching

Activities: Leading a 5 people team and project manager: Design Editions for Tok&Stok, development and engineering of european’s furniture designs to launch in South American market. Concept of Claro’s (Telecom) POS, development of retail concept stores such as Magazine Luiza, Kolumbus and Cybelar.

Vector Works

Design Alternativo - Brazil (2004-2007)

Main clients sectors: Tok&Stok is Brazil’s main furniture retail chain www.tokstok.com.br Magazine Luiza is brazilian’s biggest non-food retailer www.magazineluiza.com.br

DESIGNER

B&G Architecture - Brazil (2002-2004) Activities: Signage, façade design and brand identity for several supermarket clients, mainly from Sonae Group. Sector: Architecture and Design Studio www.bgarquitetura.com.br

Corel Draw Photoshop 3D Max Sketch Up AutoCad InDesign

ENVIRONMENTAL GRAPHIC DESIGNER

GAD Design - Brazil (2000-2002)

Activities: Designer, worked in the development of signaling systems for Universities, stores and commercial buildings. Sector: Design Studio www.gad.com.br

Illustrator Solid Works MS Office

SITE

www.dudamachiavelli.wordpress.com

Project/Production Management Furniture Industrial Production

see you

u soon!

PORTFOLIO Eduardo Machiavelli Pacheco 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: Retail Design; Retail Architecture; Furniture Design; Project Management.

dudamachiavelli@gmail.com +49 1516 714 9707