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Brief Published: 11 Mar 2011

Luxury Fast Fashion


Fast fashion retailer C&A’s new flagship store in Sao Paulo, Brazil aims to heighten the brand’s image to one of luxury and glamour.

Ohio-based retail branding agency Chute Gerdeman Retail designed the store – situated in Igutemi Shopping Centre – using sophisticated material finishes, custom-made fixtures and fittings. Interesting architectural elements and a new graphic design strategy also aim to elevate the space from high street to high end.

Citing the vibrancy and energy of Brazilian women as an inspirational starting point, Chute Gerdeman filled the retail space with colour and light. The centrepiece is a one-of-a-kind digital fashion show wall, incorporating a moving LED display that extends over three storeys, wrapping itself around an impressive spiral staircase.