Amaro: A New Era of Lifestyle Retail

Revolutionizing Retail Experience with Design, Technology, and Comfort

When the design team at Amaro began conceptualizing their new retail spaces, they were inspired by a myriad of elements - fashion, design, technology, comfort, wellness, women, beauty, and power. The result is a series of mega stores that beautifully combine minimalist aesthetics with rich details, creating a space that is both modern and warm, tech-savvy and cozy.

Founded in Brazil in 2012, Amaro initially focused on women's apparel. However, in 2020, it evolved into a lifestyle destination brand offering a range of products including fashion apparel, beauty, home, and kids. The new physical stores are a reflection of this evolution, bringing the brand closer to its customers. As customers walk through the store, they are invited to discover what's next, with the design continually changing and reinventing the space. This dynamic environment, complete with Instagrammable moments, transforms a simple shopping experience into entertainment.

The design team chose raw and clean materials such as concrete, terrazzo, wood, and metal to reflect beauty, simplicity, and flexibility. For the Beauty category, they created an interesting texture using recyclable PVC tubes painted in pink, which cleverly conceal the display structure. The furniture is light, allowing the layout to be changed as needed, reflecting Amaro's characteristic of constant evolution and change.

The design of the store also prioritizes customer freedom and autonomy. Large pathways and a fluent open plan allow customers to explore all the different areas and sections in the store. Tablets in the fitting rooms and self-checkout points further enhance the shopping experience.

The project, which spanned six months from January to July 2021, faced the challenge of communicating Amaro's new positioning as a destination lifestyle brand. The design needed to attract and impress women of all ages and from different cities, reflecting the diversity of Brazil. The solution was to create unique areas that reflect the architecture or vibe of the city in which the project is located, adding personality to each new store.

The Amaro stores are more than just retail spaces - they are a destination connecting women to fashion, design, technology, beauty, and wellness. This innovative approach to retail has not gone unnoticed. The design was awarded Silver in the A' Interior Space, Retail and Exhibition Design Award in 2022, a testament to its outstanding expertise and innovation.