The inspiration for Outer. Shoes is to believe that being authentic, knowing your own essence and finding balance in the rhythm of the city is the path to happiness. Each product is thought with art and made with natural materials, inspiring a new look to life. To reflect this desire, the concept “open air art gallery” was developed, idealizing a transformation in our routes, bringing discoveries and new perspectives, respecting the live rhythm of nature that surround us.

The main goal to the store in Shopping Rio Sul is the creation of a light, fresh, contemporary and transparent atmosphere, inserted in the brand habitat. The facade received a new irregular form, attracting the client’s look and instigating for what waits for them in the interior. The display window was located according to the best flow of people and the entrance was dimensioned in a way the client feels welcome to enter.

The proposal was to create a clean and neutral base, through cold materials and light colors. The floor received a gray porcelain tile, the walls in plaster received a white painting until a certain height, leaving the rest of the wall and the ceiling without finishing. The client’s experience starts right in the beginning of the store, where there’s a niche with an interactive demonstration of the process of mounting a shoe, exposing their layers and materials. The products were exposed with an explicative visual communication, through texts and sketches, showing the clients the creation processes.

Besides that, environments were thought providing a sensory trajectory to the clients inside the store, taking them from the city to their home’s nature, with a subtle transition through colors, materials and communication. Some little rest spaces are distributed in the store to function as a refuge from the city’s fast pace. One example is the gardening cart with a hose, reproducing the relaxing noise of water in motion. These elements make the clients feel at home, comfortable to touch and experiment the product, interacting with the shoes and accessories, improving their shop experience.

Designed by Kube Arquitetura
Photography by João Magnus