design:retail - June 2015 - 44
044
a shadow of a palm tree leaf on top of a palm tree
trunk, all connected to the big table with the rustic
market boxes displaying the sandals," she says.
Creating this "modern" palm tree was by far the
biggest design challenge, according to PanhotaAlves. Built from an installed pole and leaves made
of rubber sandal straps, the design team had to
align the leaves' shadows in just the right place on
the illuminated ceiling. "There was a lot of trial and
error," he admits.
The store embraces its roots with rotating DJs
grooving to Brazilian beats, but Panhota-Alves is
quick to add that, "the mood is always the Bossa
Nova lounge on the beach that calms you down.
It's not Samba, which makes you hyper. It's toned
down and relaxing when you go to the store, so
you're not anxiously shopping."
Havaianas also added to the atmosphere with an
in-store fragrance of "trees with a citrus smell and
a little touch of salt, not a sweet smell," PanhotaAlves explains.
Life may be a beach, but that's not the only M.O.
in Brazil, a country made up of grand-scale urban
environments as well. Approximately 20 million
people live in greater São Paulo, making it the
third most populated metropolis in the world. This
contrast between the low-key beach life and aweworthy cityscape was interpreted in a combined
use of materials such as granilite and concrete.
One of the reasons Havaianas has become so
successful in Brazil and internationally is attributed to the brand's durability on the beach and in
the city-and here history plays a role. "One of the
honors of the company is that it's a construction
company," Panhota-alves says. Construction workers would come to work on the construction site
barefoot. "So [Havaianas] created the flip-flop as a
way to cover their feet."
The solution was inexpensive, democratic and
workers were allowed to take sandals home to
wear. "You have to remember that Brazil is really
hot and back in the '50s and '40s, you would not
use boots-it had to be something really easy for you
to put on and just walk," Panhota-Alves says. "Their
motive was that Havaianas don't smell, they don't
tear apart, the thong doesn't come out, so people
could wear them over and over and over, and they
would last a long time. Even today, if you bring a
pair of Havaianas that broke to the store-it doesn't
matter how long you've had them-they exchange
them for a new pair."
And if you exchange your old Havaianas, there's
a chance they could wind up in a repurposed rainbow display at a cashwrap in one of the new store
rollouts the brand is developing.
JUNE 2015
DESIGNRETAILONLINE.COM
↑ The store features
elements that permeate
Brazilian culture-street
markets, Bossa Nova
lounge music, and
beachy citrus and sea
salt scents.
← Custom-made "fresh
produce" crates and
woven baskets display
a selection of sandals.
http://www.DESIGNRETAILONLINE.COM
design:retail - June 2015
Table of Contents for the Digital Edition of design:retail - June 2015
Editor’s Note
Show Talk
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Postcard
Have You Heard?
Mingle
The Visual Eye
Searching for Steve Jobs
Home Turf
Online? Meet Offline
Retail Spectacle
Products
Backstory
design:retail - June 2015 - Intro
design:retail - June 2015 - CT1
design:retail - June 2015 - CT2
design:retail - June 2015 - Cover1
design:retail - June 2015 - Cover2
design:retail - June 2015 - 1
design:retail - June 2015 - 2
design:retail - June 2015 - 3
design:retail - June 2015 - 4
design:retail - June 2015 - 5
design:retail - June 2015 - Editor’s Note
design:retail - June 2015 - 7
design:retail - June 2015 - Show Talk
design:retail - June 2015 - 9
design:retail - June 2015 - On Trend
design:retail - June 2015 - 11
design:retail - June 2015 - 12
design:retail - June 2015 - 13
design:retail - June 2015 - 14
design:retail - June 2015 - 15
design:retail - June 2015 - We Love This!
design:retail - June 2015 - 17
design:retail - June 2015 - 18
design:retail - June 2015 - 19
design:retail - June 2015 - Designer Picks
design:retail - June 2015 - 21
design:retail - June 2015 - Clicks & Mortar
design:retail - June 2015 - 23
design:retail - June 2015 - 24
design:retail - June 2015 - 25
design:retail - June 2015 - Postcard
design:retail - June 2015 - 27
design:retail - June 2015 - Have You Heard?
design:retail - June 2015 - 29
design:retail - June 2015 - 30
design:retail - June 2015 - 31
design:retail - June 2015 - Mingle
design:retail - June 2015 - 33
design:retail - June 2015 - 34
design:retail - June 2015 - 35
design:retail - June 2015 - The Visual Eye
design:retail - June 2015 - 37
design:retail - June 2015 - Searching for Steve Jobs
design:retail - June 2015 - 39
design:retail - June 2015 - Home Turf
design:retail - June 2015 - 41
design:retail - June 2015 - 42
design:retail - June 2015 - 43
design:retail - June 2015 - 44
design:retail - June 2015 - 45
design:retail - June 2015 - 46
design:retail - June 2015 - 47
design:retail - June 2015 - Online? Meet Offline
design:retail - June 2015 - Retail Spectacle
design:retail - June 2015 - 50
design:retail - June 2015 - 51
design:retail - June 2015 - 52
design:retail - June 2015 - 53
design:retail - June 2015 - 54
design:retail - June 2015 - 55
design:retail - June 2015 - 56
design:retail - June 2015 - 57
design:retail - June 2015 - 58
design:retail - June 2015 - 59
design:retail - June 2015 - 60
design:retail - June 2015 - 61
design:retail - June 2015 - 62
design:retail - June 2015 - 63
design:retail - June 2015 - Products
design:retail - June 2015 - 65
design:retail - June 2015 - 66
design:retail - June 2015 - 67
design:retail - June 2015 - 68
design:retail - June 2015 - 69
design:retail - June 2015 - 70
design:retail - June 2015 - 71
design:retail - June 2015 - Backstory
design:retail - June 2015 - Cover3
design:retail - June 2015 - Cover4
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