Fashion Brand Communication - Aura de Panama (Concept Store)
"Aura de Panama" is a project of a Concept Store in Panama. The aim of this project was to develop something innovative and special for the country taking advantage of the tourism growth.
The result was a place that combines in an attractive way Panamanian tradition and culture with fashion and style; being in this way, a destination for different kinds of tourism, offering a tourism product mix; bringing new brands to Panama, and improving the visual communication of Panamanian fashion designers, suggesting a fashion style that mixes International brands and Panamanian brands in a vertical way, attractive not only for visitors but for locals.
The Concept
Panama is a city of contrasts, where old and new mix in an exceptional way. On one hand we have the modern skyscraper city. On the other hand, there is the old city.
• The perfect and balanced combination between old and new • The meeting point of a past full of traditions and culture; and an unstoppable city in evolution • A way to keep and embrace the Panamanian Folklore in a contemporary and original way
A design inspired by the Molas, which represent the contrast between the modern and traditional. It is simple and easy to understand: buildings and in the top a roof of a traditional indigenous house.
The five variations of the logo representing each of the services offered: Gallery, Restaurant, Retail Store, Bookstore and a Garden.
In addition to the logo, Aura de Panama has a characteristic pattern, that is used and reproduced in different elements of the store.
A World Heritage Building, located in a strategic historical place.
The Retail Store with contrasts in colors, materials and elements.
Window Display inspired by the "Embera" (an indigenous Panamanian group)
Window Display inspired by the "Embera" (an indigenous Panamanian group)
Window Display inspired by the "Pollera" (Panamanian traditional dress)
Window Display inspired by the "Pollera" (Panamanian traditional dress)
Window Display inspired by the "Molas" (Traditional Guna craft)
Window Display inspired by the "Molas" (Traditional Guna craft)
Window Display inspired by the "Sombrero Pintado" (Traditional Panamanian hat)
Window Display inspired by the "Sombrero Pintado" (Traditional Panamanian hat)
Windows Displays
To highlight and enhance the design and artistic approach a selection of International furniture designs are used in the store as fixtures.
Clothes are hanged in single rails made by stainless steel attached to wood trunks.
Anatomical merchandising is used to suggest customers a style and to encourage purchase.
Panamanian crafts as decoration reinforces the cultural and folkloric aspect.
Cash Area and Bookstore
Bookstore
Garden
Garden
Shopping bags
Restaurant terrace