LocationAlameda Gabriel Monteiro da Silva, 1080 - Jardim América, São Paulo, 01442-002, Brazil
From the architect. Located in a building on the corner of the street, the store should house the contemporaneity of the collection and the brand ́s new language. It has acted in the market for over 60 years and in this new undertaking, it searches for a new esthetic language printed on its products and also in the architecture.
Therefore, the situation was analyzed representing a receding building behind a curved shaped square and also the needs of product exhibition. The building had 10 small windows and after a study it was decided to make a great opening on the facade using an auxiliary metal structure in a place clearly visible for pedestrians and also to who drives by this busy street.
A honeycomb inspired the hexagonal shape on the facade and this shape allows a better solution for planes and curves situation. The coating was used in some moments in an opaque way and in others as semi-translucent, evoking movement between straight and curved angles. At the same time, shaping the openings sometimes explicit like in the main window and it alludes itself more discretely at times to incite visitation.
Inside the store, it’s noticed a container shipping door used for hoisting big parts that can ́t be transported through the stairs. The masonry was peeled and exposed crudely and the lighting uses the preexisting structure to its fixation, bringing the highest flexibility possible for the product exhibition at the store. Old existent bricks were kept making a conversation between new and old materials.
Inspired by the unusual architectural proposal, the plastic artist Felipe Morozini signs the creative direction of the objects, furniture and the art for ESTAR GABRIEL. With the idea to humanize and escape showroom patterns, the curator proposes unpretentious and humorous spaces rescuing the History, nostalgia, emotion and the feeling of being at home, so the visitors feel as if they were in their own home.