VIVARA CONCEPT STORE: AN ICONIC BRAND SPACE by EPIGRAM GROUP for Vivara

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VIVARA CONCEPT STORE: AN ICONIC BRAND SPACE

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Brazil
Agency EPIGRAM GROUP
Copywriter André Pastina
Designer Henrique Sadao, Eduardo Brandao Teixeira
Released November 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: VIVARA
Product/Service: VIVARA STORE
Agency: EPIGRAM GROUP
Date of First Appearance: Nov 2 2009 12:00AM
Entrant Company: EPIGRAM GROUP, Sao Paulo, BRAZIL
Production: Mônica Genaro (Epigram Group)
Designer: Henrique Sadao (Epigram Group)
Designer: Eduardo Brandão (Epigram Group)
Copywriter: André Pastina (Epigram Group)
Creative director: Marcelo Bicudo (Epigram Group)
Architecture: Carolina Campos (Ogi)
Media placement: Concept-store - Iguatemi Mall - São Paulo - 2 November 2009-8 January 2010
Media placement: Launch event - Iguatemi Mall - São Paulo - 18 November 2009

Describe the challenges and key objectives
Vivara was used to regular window-shop campaigns, even in special dates, like Christmas and other holydays. Therefore, to propose a complete new and edgy project, we thought beyond the windows, understanding the store as a whole tridimensional environment.

Describe the brief from the client
Create a window-shop campaign for Vivara, a jewelry brand with 100 stores all over Brazil, integrated to the concept of the 2009 Christmas print campaign.

Describe how you arrived at the final design
We developed a concept-store for Vivara, creating a translation of the print campaign’s concept to work in three dimensions, building a sensorial branding with visual, tactile, audio and scent elements composing the store. The traditional stores received key elements of the concept store, keeping its tridimensional purpose and the general concept.

Give some indication of how successful the outcome was in the market
The space became a full brand experience. The event launching the concept-store attracted many newspapers and blogs. This space also became a spot for showcasing new collections and future campaigns.