Created by Ohio-based retail design firm Chute Gerdeman, the shop combines a mass-merchandising retail strategy with design elements that evoke the world of couture fashion. These include a catwalk at the front of the store, created using grey tiles and an anthracite plinth that contrast with the white flooring used throughout the store.
A section of the shop devoted to denim uses clear and yellow plastic 3D fixturing on the perimeter to house pairs of jean-clad legs. There is also a sub-brand shop-in-shop for men and a pink-themed lingerie section. Clockhouse, aimed at young women, is the retailer’s most important sub-brand within the Brazilian market and the way it is presented in the shop is comparable to the look of an H&M outlet.
Pride of place, however, goes to the colourful children’s department (right), dominated by a psychedelic Union Jack flag design on the ceiling, which differentiates the area from the rest of the shop.
C&A has more than 150 branches across Brazil, but the São Paulo flagship, which opened at the end of March, represents its latest thinking in this country.
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