For the creation of its first store, Desinchá counted on Superlimão to break a challenge to produce an inconceivable experience that, at the same time as faithfully representing the brand, would still serve as a selling point. The challenge was indeed lesser since the chosen position was a small 16m2 store in the heart of Oscar Freire road, in São Paulo, Brazil.
PROJECT: Desinchá Flagship
Authors: Lula Gouveia, Brunna Dourado, Maria Fernanda Elaiuy, Diogo Matsui, Maria Fernanda Bellodi.
Location: São Paulo, Brasil / São Paulo, Brazil
Photos: Maíra Acayaba
Locksmiths: Oficina 27
Woodwork: Detalhe04 + Desinchá supplier
Landscaping: Teco Paisagismo
Cold-drio: Classe A vidros
Vending machine: lab 220
Cementitious floor: Mapei
With no way to grow sideways, the eschewal of the box result was to verticalize and confuse the senses. The experience starts on the sidewalk with a kinetic facade, originally discreet, but that little by little reveals itself with subtle movements. roughly one thousand aluminum wastes fitted into the concave concrete rudiments move with the wind, mimicking a tree top, creating horizonless possibilities of delineations.
Before entering, the appearance is that of a conventional store, beautiful light wood shelves display the colorful products of the brand and a bench serves as a support for tasting the products. All this bathed in inconceivable light and lots of shops. It’s worth mentioning that all the accoutrements are natural and real, just like Desinchá! As you enter the store, a wide stairway invites you to a stint that starts with the constituents. On the walls, scientific delineations present the magical sauces of Desinchá in a delicate way.
Little by little, the conventional store is converted into a sportful terrain. On the alternate bottom, the light source is revealed in a surprising way. A pate made up of further than 50 glasses reflects a perpendicular theater and creates a surreal terrain, making us forget for a moment that we’re just a many measures down from the busiest avenue in Latin America.
Besides the aesthetic function, the glasses serve to direct the sun’s shafts to a huge Cold Drip, an outfit that allows the cold tea, and that was created especially for the design.
Made up of several vertically aligned borosilicate glass holders, it allows the process to be seen as you descend the stairs. In an nearly magical way, the sun’s shafts melt the ice, cold water drips into a channel full of sauces, and this process sluggishly excerpts all the substance and aroma of Desinchá. The coolest part is that this happens using only the energy of the Sun.
Behind all this narrative, creative results were used to break the operation. Just like on boats, all corners were used for storehouse, outfit, etc. maybe the most unusual result is the restroom on the upper bottom, disguised behind a rustic panel.
A dealing – machine was also installed in the facade, open 24h/ day to the road, which allows the customer to buy his Desinchá at any time.
Small in size, big in experience! Just like the asked green boxes. This is Superlimao’s vision for Desinchá!