Branding - Design
It’s a mall, it’s cosmopolitan
A new space for breathing is born in São Paulo
Retail - Carrefour Properties
A new space for breathing is born in São PauloIn a request from Carrefour Properties, CBA Paris and CBA B+G São Paulo joined their expertise to bringing life to a real state enterprise in Cambuci, a traditional district in São Paulo. The proposed challenge was to raise a space, its ambience and name considering this historical vicinity replete in possibilities, bridging tradition to modernity in order to gather different people in a single place in the city.
As for the branding work, the first task was to explore and grasp the locality. Cambuci is a midtown, popular and easy to access district that were occupied by immigrants. Its immaterial heritage is authentic, filled up with history and cultural meaning.
The neighborhood is the cradle of the street artist duo osgemeos, globally known for their colorful graffiti work full of personality, and who still live in the region inspiring the vibrant street art scene that remarks the place. Another feature of the district is nature’s generosity: a dynamic green area reminding us of countryside cities.
Starting from this scouting process, we realized that the surrounding had an important role to play in the strategic positioning to be designed for the brand, in such a way that it’s personality and core values should serve to reinforce and praise the district’s look.
The name ‘Cosmopolitano’ carries all the elements for prizing the neighborhood’s tradition as well as its welfare potential, typical of a vivid locality, full of trees and colors.
The visual identity highlights such values: the crossing lines recalls the paths of the immigrants, the new residents, the numerous stories that inhabit and move around the region. They are paths in vibrant and cheered-up colors, offering a space for a breathing, relaxing and ‘have-a-break’ moment in the rush of the metropolis.
All of the brand values were thought to design the customer experience. In that sense, we proposed the alignment between the retail and the brand concepts, in a framework that recommended actions, partner brands and services (such as handicraft fairs, gardening and cooking workshops) that would reinforce the positioning of liveliness and wellness of the new mall.
The lines, colors, stories, nature’s presence: everything In connection so that people can really feel themselves in a meeting point where they can breathe and enjoy.