As part of its growing process Empresas Bercovich has created a new brand called Dalú, at the beginning of this process it shared exhibition space inside Privilege stores, but didn’t take too long that the brand needed its own space and design. Dalú aims to a younger woman, sophisticated in her tastes, and in some way more reluctant to be dressed by standard fashion parameters.
Probably one of the first goals to be achieved was to develop a store image unique and completely different than Privilege, for that reason the materials, colors, lightning design should be different. Dalú has a more complete accessory collection (purses, belts, bijouterie, etc) and that collection needed to be shown in a highlighted way in specialized spaces and fixturing. We also wanted a space than can be highly changed and renovated during the year.
To show a unique personality we decided to use a color tinted atmosphere in the store, by a purple light on the ceiling, throw a steel grid. To reinforce that all the metallic structures and finished were made with highly polished stainless steel which has a mirror kind effect, this produces purpleish reflections in every corner of the store without compromising the proper color exhibition of the clothing.
The rest of finishes are scratched black vinyl and wave textured gray coverings, black painted glass and digital printed adhesives for the back of clothing exhibition. To create an image for a store chain for wich the national and international expansion is clear intention isn’t an easy task, we needed to think in the local market for a new brand and also think in an international chain that can appeal to a regional market.
Designed by Droguett A&A
Photographer Marcos Mendizábal