DDi - January 2013 - (Page 28)

28 | Top: The fixtures are easily movable to accommodate crowds when companysponsored professional players are at the store to sign merchandise. Middle: The overall design goal was to create the feel of a soccer arena. Bottom: The perimeter walls are flexible and modular, so they can be moved and changed easily. Many of these sponsored players can be seen throughout the store in wooden frames on both the walls and shelving, and also advertise new lines of product. These images can be changed, and the frames are also moveable, Lima says. Player images also are used as graphics for the fitting rooms and walls. Heading toward the back of the store, the cashwrap features a soccer net design on the face of the counter, and a wooden wall in the back highlighted by circular cutouts and the Penalty logo. This area also is home to one of the unique offerings in the store—a touchscreen monitor for customers to customize products, including jerseys and shoes. Social soccer enthusiasts and smaller teams can customize their jerseys on the computer, as well as assemble their team logo, design shoes and interact with the monitor to take pictures. They can even send pictures to Facebook and share with friends. Plans call for eight Penalty stores by 2014, in time for the World Cup games. With its relaxed vibe, tournament-exclusive events and custom product offering, the store is sure to please the fútbol fans headed to the host cities. To email this article, visit www.ddionline.com/magazine. |project file| Penalty Parque D. Pedro Mall, Campinas, Brazil CONTRACT DESIGN FIRM FAL Sao Paulo Manoel Alves Lima, Ana Elisa Guedelha, Ana Paula Calabouig GENERAL CONTRACTOR Saeng Sao Paulo José Antonio Favaro ARCHITECT Ricardo Cardoso Sao Paulo FLOORING Revitech (vinyl) LIGHTING Omega/Philips Sao Paulo FIXTURES Argix Sao Paulo PLASTIC LAMINATES Formica Rio Abaixo, Suzano, Brazil Information in the project file is provided by the retailer and/or design firm. | January 2013 www.ddionline.com http://www.ddionline.com/magazine http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - January 2013

DDi - January 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Penalty
Great Dane Furniture
International Perspectives
ColorPlus
Right Light
In-Store Technology
Retail Design Collective
Product Spotlight
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - January 2013