Pampili

We have designed the new concept for Pampili stores, a brand of footwear and clothing for girls that advocates the transformative power of pink. The project was co-created with the client and retail consultancy Bittencourt. Through architecture and visual merchandising, we had the challenge of materializing the brand’s philosophy: “At Pampili, pink is much more than a color. It reveals delicacy, but rescues the strength of the feminine soul and the transforming power of love”. How could we make the color element the protagonist without making the store too overwhelmingly pink, since the multicolored products should be the protagonists? The concept was born out of this challenge, which explores the various shades of pink on its façade and backstage.

More than just stores, we have developed playful spaces where girls can dream, have fun and enhance their self-esteem. Right at the entrance there is a portico made up of three sinuous arches in shades of pink, which acts as an iconic element of the concept and as a kind of portal where they are transported from the real world to a magical pink universe. In addition to the product display area – which is completely modular, allowing greater flexibility in presenting looks and product coordination – there is an area with a dressing room and a catwalk marked out on the floor where each little shopper is the protagonist. This makes it possible to offer collection launches and other events.

The concept, which has already been replicated in several units, is a double success. It’s a success both with the customers, who have a magical experience and increase their engagement with the brand, and with the franchisees, who can work strategically on product displays and carry out various promotional activities throughout the calendar. The store is carefully reproduced at the various points, since the concept was developed with a focus on scalability for business expansion.