Chute Gerdeman

As a fast-fashion retailer, C&A Brazil plays on the love of beauty and trendiness that’s part of the country’s DNA. But C&A store designs were always about the price points, packing merchandise so densely that shoppers had trouble moving around, getting to the racks, seeing all the goods.

Generally, that formula has worked. But in São Paulo’s Iguatemi shopping center, landlords requested that C&A provide a more fashionable environment in keeping with the mall’s upscale profile. Now, the upgrades in the three-story, 27,000-square-foot Iguatemi store have produced a design dripping with glamour and excitement, interesting architecture and strong visual merchandising.

Chute Gerdeman (Columbus, Ohio) elevated the in-store experience, drawing inspiration from “Espirito Brasileiro”—the soul and spirit of the Brazilian woman. “We created a space shoppers would want to frequent,” says Bess Liscio, Chute Gerdeman's vp of visual strategy. “It’s exciting and inviting, with new fashion collections, almost daily merchandise changes and events and shows that made this the place to be.

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