Superlimão Interior design for home and living stores

Easy navigation, quick reading of spaces and optimal display of items to buy are the strengths of an e-commerce site, but can they also become so for a physical store?
This very question was answered by the Superlimao studio with the design of two new flagship stores for interior and home brand Westwing in Rio de Janeiro.
The architects have in fact attempted to bring the shopping experience in a physical store closer to the possibilities offered by an e-commerce site, by translating the customer’s omnichannel approach into architecture. To transpose the advantages of the virtual space into the architectural space, they were inspired by the strategies of modularity and flexibility used for the design of theatrical stages. The architects therefore defined and adopted a grid of 60 x 60 cm for floors and ceilings.
This flexible geometric matrix makes it possible to create different exhibition spaces and present different types of products. At the same time, the visible geometric grid allows customers to grasp the actual dimension of furniture or the size of parts, helping them with the shopping experience. Similarly, the ceiling grid contributes to the flexibility of the overall layout, making it possible to vary the lighting of the products on display and to support screens or other elements used for sales or communication purposes. In addition, the displays have been designed to accommodate objects of different sizes and rely on a counterweight system that facilitates their movement, even by a single employee. Continuing with the theatrical metaphor, in order to highlight the designer products for sale, the architects adopted a neutral color palette for the interior design of the store, using stronger colors in some of the more prominent areas.

Based on these general design principles, the two stores were then adapted to their respective urban contexts. At Maira Acayaba the photos featured here capture the multi-story store created in Ipanema, one of the most emblematic neighborhoods of Rio de Janeiro. For this store, the architects worked on a fully glazed facade that attracts the attention of passers-by and interacts with the local context, especially with the Nossa Senhora da Paz square which the store faces. The glazed facade is a large vertical opening that gives a glimpse of the wide variety of products available, inviting passers-by to enter. From the inside, on the contrary, its transparency allows the landscape and the treetops to contribute to the creation of a particular and dynamic atmosphere for the presentation of the products.

(Agnes Bifulco)

Images courtesy of Superlimão Photos by Maira Acayaba
Project: Westwing Ipanema and Barra da Tijuca

Technical sheet

Architecture: Superlimao Studio http://www.superlimao.com.br/
Architecture team: Lula Gouveia, Thiago Rodrigues, Antonio Carlos Figueira de Mello, Marília Vicentini, Maria Fernanda Bellodi, Giovanna Sarnelli and Gabriela Lamanna
Year: 2021
Photos: Ipanema West Wing
Photography: Maira Acayaba Address:

Loja de Ipanema: Rua Barão da Torre, 380 – Ipanema – Rio de Janeiro – RJ
Area: 396 m²

Loja Barra da Tijuca: Av. das Américas, 3900 – Loja 257 / Piso L2 – Barra da Tijuca – Rio de Janeiro – RJ
Area: 528 m²

Betty K. Park