Practicality, good circulation and an impressive look. These are the characteristics that best define the project designed by
Alan Chu for the new
Fernando Jaeger - Pronto pra Levar! store. The space is located in the Moema region, one of the most exclusive neighborhoods in São Paulo, and has a light and surprising industrial style.
Boxes, containers, shelves and display units are distributed to blend in with the simplicity of the original building, diluting the very idea of an architectural project and making the
furniture on display the real protagonist . The double-height ceiling helps to further enhance the space and create a sense of spaciousness. In addition, the project also represents an opportunity to
use architecture to reinforce the brand's identity , associating it with a rich spatial experience, in a pleasant and unusual environment dedicated to design.
“The store concept, where all the pieces are for sale and ready to take home, results in a very dynamic routine. Some customers end up taking the entire space home, and the store changes constantly. That’s why we needed
a lot of free space, nothing too closed off, and a place that could be changed when necessary ,” says Marina Jaeger, marketing manager at Fernando Jaeger.
The facade's connection to the street is delimited by a
metal pergola , which immediately catches the eye. The same structure organizes vehicle access, pedestrian entrance, visitor parking and/or loading and unloading, and also serves as a support for visual communication and lighting. The idea is that over time the structure will be
dominated by vegetation . There are
three internal spaces to be experienced by visitors to the store : the first room, marked by unusual proportions and high ceilings, culminates in a
backlit metal chair lift (which can be seen from outside the store), which hides the mezzanine slab that divides the second space into two heights.
Next, the
second room has a lower ceiling . In this space, in addition to the long service counter covered in green hydraulic tiles, there is a café and a balcony, where outdoor furniture is displayed. On the second floor, there is an office inside one of the containers, as well as a pantry, bathrooms, display area and storage.
“We were fortunate that the existing property resembled both an industrial space and an art gallery – the ideal atmosphere for this store that combines the idea of design and ready-to-eat industrial production,” says architect Alan Chu. “Ultimately, it’s all about
being able to provide an enjoyable shopping experience in a design-driven environment.”
