Pop-Up Store Chié
Conceptual Pop-Up store designs developed for a casual and beachwear fashion brand that has in its DNA the culture from Recife, a vibrant city from Northeast of Brazil.
Two designs were created: one for indoor use, suitable for shopping mall hallways, trade fairs, etc., and another for outdoors, such as beach promenades, in a shipping container format, which can be closed during the night.
The fashion brand and visual ID-concepts are from the graphic/fashion designer Luisa Toroxel.
"JUSTIFICATION DOCUMENT FOR CHIÉ POP-UP STORE
The Chié brand emerges to meet the needs of a market niche formed by a young audience that seeks in fashion versatility, timelessness, and a strong sense of regional identity. Specializing in beachwear pieces with easy convertibility for casual contexts, it expresses its "recifense" DNA in its collections. Chié is about the sea, the mangroves, the rivers, and the Atlantic Forest - about the manguebeat movement, the urban alternative scene, and modern northeastern architecture. Yes. Chié, like every good person from Recife, is proud of its roots. But it does not limit itself to territoriality and always seeks to be inserted in 'energetic circuits capable of connecting it to the global network of circulation of pop concepts'. It hopes that the 'products of Manguetown spread around the world' (paraphrasing Fred Zero Quatro in his manifest 'Caranguejos com Cérebro', from 1992).
The Chié brand emerges to meet the needs of a market niche formed by a young audience that seeks in fashion versatility, timelessness, and a strong sense of regional identity. Specializing in beachwear pieces with easy convertibility for casual contexts, it expresses its "recifense" DNA in its collections. Chié is about the sea, the mangroves, the rivers, and the Atlantic Forest - about the manguebeat movement, the urban alternative scene, and modern northeastern architecture. Yes. Chié, like every good person from Recife, is proud of its roots. But it does not limit itself to territoriality and always seeks to be inserted in 'energetic circuits capable of connecting it to the global network of circulation of pop concepts'. It hopes that the 'products of Manguetown spread around the world' (paraphrasing Fred Zero Quatro in his manifest 'Caranguejos com Cérebro', from 1992).
The concept of the Pop-up store conveys the brand's sense of regionality through the exaltation of landmarks of the city's modern architecture. In the details, traces reminiscent of works by Delfim Amorim, Acácio Gil Borsoi, and Wandenkolk Tinoco are perceived.
In terms of materials, the focus is on circularity, aiming to reduce environmental impacts and also due to the inherent ephemeral characteristic of the project (the pop-up concept). Therefore, the material used in the entire structure and fixed furniture is raw wood: solid wood pieces and pine plywood assembled and fixed mechanically to facilitate disassembly and reuse at the end of the project's life cycle. Whenever possible, linoleum should be used for coverings, with textures and colors that seek to emulate materials from modern northeastern architecture, such as exposed concrete and glazed ceramics.
In the layout, product displays are arranged in such a way as to allow access from both the interior and exterior of the store, facilitating contact with passersby and promoting the connection of the interior environment with its surroundings.
Loose furniture and decorative pieces seek to explore locally produced design, with pieces sourced from local brands and stores such as Muma (www.muma.com.br)."
Text by Julia Toroxel
Pop-up store container-version for beach promenade
Pop-up store container-version for beach promenade - daytime
Pop-up store container-version for beach promenade - nighttime
