RETAIL ENVIRONMENT REPORT Hallan Moulin 33434T Branded Environment BillyBlue 2012
BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Background Initially seen as “Thongs for the poor”, Havaianas was established in 1958 based on the Zori sandals made of rice straw in Japan. Havaianas is a Brazilian brand who redesigned the sandals to be manufactured in rubber, starting with one basic white model with blue stripes on the side. In order to reposition the products in the market and upgrade the brand from “Thongs for the Poor” to “Thongs for Everyone”, in 1991 they released the “Havaianas Sky”. These featured a higher ankle than the previous models as well adding a huge range of colours. The price was also put up in order to make it less accessible for the poor and target the medium/highend market. As a marketing campaign, celebrities were asked to wear Havaianas and therefore spontaneous media started helping the brand to grow in popularity in Brazil. Soon enough, the “Thongs for the poor” label was left behind. They began exporting to Latin America in 1994 and the rest of the world in 1997. Nowadays, Havaianas is the biggest brand of thongs in Brazil, Australia, France, Spain and United States of America.
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BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Brazil
CONCEPT STORE RETAIL ENVIRONMENT
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BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Store front. Oscar Freire Street, Jardins, S達o Paulo. 4
BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
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BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Retail design
Concept store - São Paulo/Brazil The Philippines architect Weinfeld won the Shopping category at the World Architecture Festival in Barcelona in 2009 for the Havaianas Concept store. It is located in one of the most expensive and high-end addresses in the world, Oscar Freire Street in São Paulo, Brazil.
At street level there is only a small sitting area and a mezzanine that looks over the entire store, where you are able to see the beautiful and colourful products.
Store view from the mezzanine. Hang-sell at the back.
Interactive cube with Havaianas` story and advertising
Stand Mid-Floor, recalling the way thongs were initially sold.
The level below is defined by independent elements: a mid-floor stand with thongs in baskets and table recalls the origin of the sandals, which were sold in city markets in similar stands; a shipping container displays the “export” models, which have not been seen in Brazil; a transparent cylinder features the new products; and an interactive cube exhibits the history of Havaianas inside and advertises its digital media campaigns. There is also a space to “customize” your thongs.
Store view from the back. Container with export models on the left. 6
BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Floor Plan from the concept store
1. Entrance Patio 2. Garden 3. Interactive Cube 4. Cutomization Area 5. Stand 6. Export Container 7. New Articles 8. Kids Models 9. New Models 10. Monochromatic Models 11. Elevator
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Concept store Layout
* The interactive cube features * Customization area is on a the story of Havaianas as well as an interactive screen where special events and ads are shown.
* The counter
is below the entrance patio.
lower level from the store.
* This mid floor
stand recalls the way Havaianas were sold at the begining of the company.
* The shipping
* Acrylic release area.
a mezzanine where people can mingle whilst waiting for someone. From here you can see the whole store but the counter.
* New models
* Entrance patio is
cointainer exhibits the export models that are nt available anywhere else in Brazil.
cilinder with new accessories.
* Kids Area
* Hang-Sell featuring basic models
Layout is very clean, easy to walk and dynamic.
1. Entrance Patio 2. Garden 3. Interactive Cube 4. Cutomization Area 5. Stand 6. Export Container 7. New Articles 8. Kids Models 9. New Models 10. Monochromatic Models 11. Elevator
BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
1. Entrance Patio 2. Garden 3. Interactive Cube 4. Cutomization Area 5. Stand 6. Export Container 7. New Articles 8. Kids Models 9. New Models 10. Monochromatic Models 11. Elevator
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BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Elements of the brand and environment Always Summer. Free your toes. Thongs for Everyone
Theme
Always summer it is. With a colourful and fresh approach to its design, Havaianas store, Point of Sales, Displays and general Branded Environment is focused in delivering the “Free your toes” feeling.
Some of the brand taglines
Advertising Concept
Concept store in São Paulo - Brazil
Ceiling São Paulo concept store 10
Advertising in Australia
Going back to its origins in Brazil, advertising and design elements such as banana leafs, coconut palms, flowers and colourful features are the main strategy in its designs, examples of which are shown beside.
Ambience & Lighting
The retail climate is exactly what the brand inspires: freshness, casualness, comfort, ease, well-being and “Brazilianness”. Inspired by its slogan “Always summer”, the store is well lit with a lot of natural light. Colours are evenly spread around the store and mid-floor elements are very easy to recognise and distinguish from each other. Lighting is as “summery” as possible during working hours. At the concept store in São Paulo there is a lot of natural light coming from the semi-opened ceiling. Spot lights and indirect lights are used to give a more sophisticated and “end of the day at the beach” feeling some hours prior the store is closing down. In other exclusive stores such as in Rio de Janeiro, Singapore and the Philippines the same features are applied, but on a smaller scale. Ambience in some point of sales is not as strong as in-store, as Havaianas cannot control external influences such as lighting, fittings and materiality. When the only space is a Point of Sale, the brand communicates itself via the colourful sandals themselves as well as the graphics used within all the collateral materials.
BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Customizing Wheel Spin around
The experience of having your own customized product is not new, but Havaianas created an interactive and fun way to do so.
Pop-up store U.S.A.
Pop-up store U.S.A.
You use the wheel to choose and match the colours you want to have for your thongs. You can also choose among several different metal pins to pierce into the rubber stripe and then staff will assemble it for you promptly. This wheel was originally created for the customization area in S達o Paulo, but it has been used all over the world in mobile events and stands to attract people.
Concept store - S達o Paulo/Brazil 11
BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Materiality mood board
White wooden surfaces
Colourful elements including thongs.
Natural wood
Typical Brazilian floor made of stone. 12
BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Exclusive stores Store Rio de Janeiro - 01
Exclusive stores in Rio de Janeiro follow the same clean design concept from the S達o Paulo Concept store by Isay. Materiality used is proportionally the same Isay proposed and the colourful sandals are highlighted and noticed from far away. Image One shows a store with a bigger front shop, where the designer was able to feature the shop window with a raw wood border.
Image 01 - Rio de Janeiro exclusive store
Image Two features a smaller floor plan and shopfront. Although space is reduced, the same branded environment elements were used, making it easier for the customer to recognise the store.
Image 02 - Rio de Janeiro exclusive store 13
BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Worldwide
RETAIL ENVIRONMENT
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BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Exclusive store in Singapore - Front-Shop
Pop-Up store in Malasya
Pop-Up store in the USA
Kids space in Philippines 15
BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Australia RETAIL ENVIRONMENT REPORT Hallan Moulin 33434T Branded Environment BillyBlue 2012
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BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Thongs down under
Pop-up store in Chicago uses Basket with fruits to display products.
In Australia, Havaianas does not have an exclusive store like in Brazil. However, it is undeniable that the Brazilian product is hugely popular here Down Under. Just in Sydney City (Postcode 2000) there are more than 50 Stockists with Havaianas products, and that is just one postcode.
“Displays, Point of Sales layout and general design are independently created by each country’s marketing team following the brand’s guideline and essence”, said the Official Facebook team. Although the brand experience you have when visiting one of the stockists is directed to the shop itself and not 17
only to Havaianas, it is noticeable that the thongs have a special treatment compared to other products in the same field. Depending on the quantity and range of models the store has, the layout and display are different. However, they always follow one of the original simple displays Havaianas have created for its concept store: Hangsell, Basket bulk, Stacking or Shelving. No matter what the display technique, the visual impact is provided by the colourful range. The brand is also promoted through out-of-store event days, such as the Thong Challenge Day. Location wise, the brand is well spread all over Australia and is not only present in beach wear stores, but in general clothing shops as well. Wearing thongs on the streets in Australia is not a big deal and shows the “laid back” part of Australians inside their busy routine.
Standard counter-side hang-sell display
BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Thongs for everyone Havaianas sandals became not only a popular products to be worn in beaches, but also as a day to day product. Following public demand, Havaianas installed vending machines with the basic one colour models in business and urban areas, where people are often too busy to stop in a store. The brand and its elements are shown not only via the colourful graphics and illustrations used on the vending machine itself, but it is also shown in the innovative idea of selling thongs in a vending machine. This embodies the Havaianas tag line of “Thongs for everyone�, everywhere.
Havaianas vending machine at The Galleries, Sydney
There is a size chart stuck onto the floor to help you know your size if you have not bought one even before. 18
BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Online store experience
Analysing the online “retail” store experience Products views
Havaianas website and online store experience is relevant to the brand itself. This relevance comes from the brand elements applied to it such as images, colourful rubber stripes with the same texture as the sandals themselves as the menu and the sole’s pattern on the background. Products are displayed from both views: top and side, so you are able to see your new thongs with more details and decide where to buy. Checking Out is very easy and user friendly, which also reflex the “laid back, non-formal” essence of Havaianas. Social media icons are easily reachable everywhere on the pages, so you can share your thoughts and likes with friends.
Homepage www.havaianasaustralia.com.au 19
BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Besides thongs, the online store also sells accessories, inflatables and even an umbrella. Yay.
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BE 204 - Environment Design 2 - Retail | Assessment 01 | Hallan Moulin (33434T)
Obrigado!
(thank you)
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