For the physical store of the label Self+, in Botafogo, one of the most bohemian neighborhoods in Rio de Janeiro, we used the persona who inspires the brand to create the concept of the store design. The persona is a woman in a search of self-knowledge and that reflect the way she presents herself to the world. To reflect it in the concept of the store, the furniture is modular and flexible what allows transformations according to the products available. The walls are painted with geometric forms in different colors as a metaphor for the woman who is always changing. The materials have been chosen to evoke memories and affection and the plants bring a touch of nature inside.

The façade have window only on one side and it can transform conforming to the seasons, the collection and the brand position. On the left a living room was projected where you can seat, change books on the collaborative shelf or just wait for someone. It is made by metal panels that are able to receive plants and decorative elements and never look the same reinforcing the concept of reinvent according to new discoveries.

Designed by Kube Arquitetura
Photography by João Magnus