Award is the highest recognition in Brazilian retail
Our project for Folkz Pizzas & Saladas' first mall store won the award POPAI Brazil Gold 2018in the Store Architecture, Signage and Visual Communication category. POPAI Brazil is the Brazilian edition of POPAI International, the world's most important retail and trade marketing awards. The aim of the award is to recognize the most outstanding projects in terms of originality and effectiveness in commercial architecture, visual merchandising, visual communication, displays and communication materials at the point of sale.
"Being nominated as a finalist in POPAI is a great source of pride for any company in the creative industry. Winning Gold consolidates Enredo's Retail Design area and our proposal to embrace the brand experience as a business differentiator."
Gabriela Pavan, Retail Design Manager at Enredo
The store opened in June of this year and needed to validate a new business model for the brand: the shopping mall food court. "In a still unknown scenario, in a tourist city with a new environment and audience, we needed to become competitive"explains Gabriela Pavan, Retail Design Manager at Enredo.
We developed a concept and design for persuasive signage and brand ambience, projecting the Folkz experience during the purchase. "The focus was on interaction with the public". The signage developed helps customers make choices before they even enter the store, informing them of products and prices in a prime area of the façade. The whole system induces internal flow, reinforces the layout and makes the business model intuitive, reducing queuing times.
From ego to empathy
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."
To some of you this might sound like a bummer, but when you take on a client's challenges and their point of view, you will have to think differently. You will find new approaches and you will grow. But more on that later.
"As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me."
Ernst Neufert in "The art of architectural design".
OK, but what does this have to do with my brand?
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
From ego to empathy
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."
Famous last words
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
Hope this answers some of your questions, Dmitro.
- Author's name