PORTFOLIO
EDUARDO MACHIAVELLI
INTRO
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 his 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 for 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 Köln, where also presented his solid wood designs to worldwide customers, in the next year along with Weinschenck, brought to Brazil, Marcus Engman and his Kollo retailing design tudio 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 postgraduation 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. After leaving Renner in 2017, was invited by the Panamanian hospitality start up Selina to lead the interior design of Granada’s Alhambra Hotel renovation in Nicaragua. A year after went to Milan, Italy in order to be closer to the most update trends in retail design and was hired as Global Exhibition designer by the notebook giant Moleskine. In this company is developing the Global VM retail design strategies, working from the development of guidelines, display and furniture concepts, to graphic design and also special projects such as fairs, events and Caffe Moleskine. Popup’s, wholesale projects and store concepts are also among the activities developed.
Cybelar Store Vinhedo - São Paulo State - Brasil ceiling detail
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
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
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. 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
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.
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 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 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 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.
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
modern
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 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
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
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 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 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 unique 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 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 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.
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
Faรงade "Street feeling" with transparency and simplicity
Display equipments One type of table, and one type of floor rack
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
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
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: faรงade
Promo t-shirt: used as gift to customers
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
see you 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: Project Management; Retail Design; Furniture Range Management; Branding; Product/Furniture Design; Graphic Design; Retail Architecture.
dudamachiavelli@gmail.com +39 389 169 4232
Š MMXIX EDUARDO MACHIAVELLI