Zissou Pinheiros | VAGA Arquitetura

For three days, the teams from both firms, along with Zissou’s partners and representatives, immersed themselves in the brand's concepts and values. Through individual and collective exercises, the architects translated ideas developed together with the clients into the new flagship.

“During the sprint, we bring the client closer to important decision-making in the concept that guided the architecture, as well as the consumer journey within the store. Additionally, it was an essential process for aligning the working methods of Pistache Ganache and VAGA Arquitetura, which worked very well,” comments André Romitelli, creative director of Atelier Pistache Ganache.

From the visitor’s arrival at the store to the payment and receipt of the product, every detail of the customer journey was designed according to the brand’s proposal, aligned with the multisensory experiences of the spaces built in the store.

“Our goal was to integrate the online and offline journey as much as possible, always with the customer at the center of everything. The mission was to create an immersive and sensory experience that reflected the spirit of Zissou in every detail of the store,” explains Natalia Fagundes, Zissou’s brand manager.

A coral pink coating covers part of the walls, like a membrane, reflecting the project theme: “Layers between sleeping and living.” It is responsible for drawing the visitor in from the sidewalk - where we “live”- and guiding them through an internal journey in the store - representing “sleep” - connecting sleep and everyday life.

“A horizon was drawn in the space through the material of the coral pink membrane and light treatments. The horizon line represents the space between sky and earth, between sleeping and living. Above this horizon stands a white volume that corresponds to the house archetype, while below, the membrane creates a fluid and inviting space,” comments Martina Brusius, partner at Atelier Pistache Ganache.

This membrane, developed by the architects in partnership with the set design team, runs through the ground floor, creating textures and colors that convey the softness and technology of Zissou’s products. The undulating shapes are the result of a grid designed in the plan, aiming to organize the spaces and flows of the environment.

“The idea is that this element arouses the curiosity of those passing by on the sidewalk, encouraging them to enter the store for a unique experience, designed for them along with Zissou’s team,” explains Pedro Domingues, co-founder of VAGA Arquitetura.

Inside, the visitor, barefoot - a characteristic practice of Zissou stores - is greeted by the seller and invited to discover the brand’s products in a journey that culminates in the Blue Room, the only secluded environment of the project, where the main pink coating changes color and envelops the visitor in an immersive and automated experience, with controlled sound, light, and temperature.

“The entire space was redesigned so that the store's initial concept could be realized: creating specific environments for each product, so that each offers a unique experience,” comments Pedro Faria, co-founder of VAGA Arquitetura.

An old wooden mezzanine was dismantled, freeing up the double-height ceiling that welcomes the visitor with a sense of decompression. The horizon materializes between the curved ground floor walls and completes the mezzanine, which houses an environment connected to the external area for hosting brand events.

“The Pinheiros store is a very important point in our expansion strategy, representing a significant milestone in our growth journey and the consolidation of the Zissou brand presence,” explains Amit Eisler, co-founder of Zissou.

The identity created using the sprint method developed by VAGA Arquitetura in partnership with Atelier Pistache Ganache for Zissou’s new flagship in Pinheiros will be applied to new stores according to the brand’s expansion plan.

Autores: Pedro Domingues, Pedro Faria (VAGA arquitetura), André Romitelli e Martina Brusius (Pistache Ganache)

Colaboradores: Gustavo Naoki, Ingrid Rosa (VAGA arquitetura), Roberta Tannus

Photo: Carolina Lacaz (https://www.carolinalacaz.com/)