Hering for you brand’s DNA is the combination of comfort and casual fashion, that brings comfortable and beautiful solutions to women in their relax moments inside and outside home. From this core, one of most striking insights from FAL Design was the architecture that refers to a house, with indoor and outdoor areas. Thus, Sleepwear and Underwear categories were allocated in the area “inside the house” with a lower ceiling, warmer lighting and fixtures in crochet to be cozier. On the other hand, Activewear and Loungewear won the area “outside the house”, which is in the highest ceiling, with brighter lighting, a structure that looks like a roof and furniture inspired by natural elements such as the hanger with tree shape.

Nature is also present in the focal points’ graphics that are the store icons: the windows represent the transition between indoor and outdoor lifestyle. The window frame is also in the window display and serves as a support for communication and visual merchandising. Making a connection to the delicate clothes, store’s look&feel is based in neutral and pastel colors, with references from Scandinavian design. Special emphasis on the mirror in one of the dressing rooms that allows the customer to choose the lighting based on the mood of each category, increasing even more the shopper experience.

Design: FAL Design Estratégico
Photography: Durvile Cavalcanti