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ROAD Retail Design Show Takes Over Brazil

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From August 26th to August 29th, 2014, ROAD stopped for its fourth edition in Rio de Janeiro. With the goal of bringing together the connoisseurs and experts in retail design, VM and architecture, ROAD Rio focused on challenging and inspiring its audience – debating all competing facets of the retail environment.

With guests coming all over the country from Sao Paulo and Porto Alegre to Rio de Janeiro, ROAD made the Casino da Urca the location where all retail design lovers wanted to be. Shifting its views to the Brazilian market, ROAD partnered with both local and international players to create an event focused on retail design, visual merchandising and architecture.

ROAD

From the Latin American design stage, three of the most renowned architects, Bel Lobo (be.bo), Júlio Takano (Kawahara | Takano), and Manoel Alves Lima (FAL) designed featured areas using their own reinterpretation of ALU collections and merchandise.

ROAD

With partners such as Philips LightingO Negocio do Varejo, and IED (Instituto Europeu de Design located at Casino da Urca), ROAD RIO cultivated a schedule of talks to discuss the current issues of architecture and the in-store. These top experts have never before spoken together in the magical building of IED. The location alone, situated on Ipanema beach is inspiration enough!

ROAD

The first speeches consisted of a day dedicated to retail, design and the Brazilian market. To kick off ROAD Rio, Fabio Palma (IED Rio) and Luciana Guilherme discussed the design and creative economy in Latin America. Carlos Ferreirinha, an expert in luxury retail branding and founder of MCF Consulting, delved into the potential aspects and limits of luxury market in Brazil – what challenges do luxury brands face in Brazil and how to overcome these?

It was obvious nothing would slow down ROAD – not even a blackout that occurred during Carlos Ferreirinha’s talk. Carlos improvised by jumping off stage, walked to the center of the audience and continuing his talk – so engaging that people stayed over an hour, asking questions and gaining insight.

ROAD

The second day of ROAD moved into a truly architecturally inspired event. Bel Lobo, Julio Takano and Manoel Avles Lima participated in a panel discussion, moderated by WGSN Brazil CCO, Andrea Bisker discussing the role of architecture in retail design. It was a truly interesting debate, combining three unique and different perspectives and approaches to retail architecture and design.

The creative director of ALULuca Pavani focused on evolution of the ALU collections while Marcela Martins of Philips Lighting discussed using light as a sales tool in retail.

ROAD

Trends and Visual Merchandising was covered on the third day by top experts, WGSN CCO, Andrea Bisker and Founder of Vimer, Camila Salek. Andrea gave an emotional presentation with videos and pictures focused on the trends of retail while Camila, the top expert in VM, focused on visual merchandising and brand awareness.

A big hit at ROAD Rio was the Q&A presentation, packed with brands from industries like sports, food, eyewear and retail. Together with O Negócio do Varejo, the ROAD Q&A formula will consisted of 20 minute sections where the interviewers, Joao Batista Ferreira (Director of the Retail Design Institute – Chapter Brazil ) and Ricardo GUINANCIO (CEO of O Negocio do Varejo ) asked questions dedicated to the charismatic people in the retail business. With Andre Carvalhal, Marketing manager of FARM, Diogo Guimaraes, Marketing Director of Chilli Beans , Patricia BIRMAN, CEO and Founder of Memo and Pedro De Lamare, CEO of Gula-Gula, these experts shared their fresh new brands focusing on their individual and unique approaches to their market.

A special treat was the final interview with the CEO of ALU and sole founder of ROAD – Retail Design Show, Abramo Manfrotto. Here the audience got to know where ROAD comes from and what new entities can be expected next!

ROAD

Last, but not least, looking to the future was what ended ROAD with a talk by Luca Pavani on What’s trending globally in the visual merchandising industry.

The overall sense was a genuine interest and engagement from the guests and attendees. A truly inspirational event, ROAD is set to continue its journey to a new location in 2015. Stay tuned for more information at www.retaildesignshow.com .