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The dividing line between luxury brands and popular networks sets for quick consumption disappeared on Oscar Freire, one of the most sophisticated shopping streets of Brazil, when the retail chain Riachuelo inaugurated a unit at the site. It’s first flagship came with the statement “to democratize fashion” offering products aligned with the major trends at the right price. There, both special collections and traditional products can be found.


The project kept the main characteristics of the building and brought a funny decoration with irreverent merchandising props. The mood intends to be fresh young and very urban. In the rooftop there is a special area for catwalk and events with a charming bar. The flagship also has the “Project Facade” that will renew constantly the facade look with a different artist’s work.

Design: FAL Design Estratégico
Photography: Demian Golovaty

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