Dona Vitamina has just opened a new location in the Avenida Paulista area, next to the Paulista subway station, continuing its partnership with Superlimão and marking a new chapter in the brand's trajectory.
Located on the ground floor of a corporate building, the store is inserted into a pedestrian axis connecting Bela Vista and Consolação, following the constant flow of people moving through the area.
Known for its references to Rio de Janeiro's traditional juice bars, the brand maintains its direct relationship with food as its starting point, with fresh fruits on display and the counter as the center of the experience. Here, this repertoire is reinterpreted within a new context, shaped by the intense dynamics of the city.
Foto Israel Gollino
Right at the entrance, the sinuous counter organizes the space. Designed as a continuous gesture, it concentrates preparation and service along a single line and guides the eye across its length, where the fruits are displayed almost like a living showcase.
"Everything starts with the counter, which concentrates the operation and organizes the space," says Leticia Domingues, architect and partner at Superlimão.
Traditional-design stools, with footrests and pink finishes, were specially developed for the project and follow this gesture, while the flooring reinforces the spatial organization by marking the transition between the seating area and the counter zone.
Around it, tables and a continuous bench invite visitors to stay, bringing the store closer to the idea of a place for pause and encounter. The space follows the rhythm of the neighborhood while allowing for longer stays throughout the day.
Foto Israel Gollino
"The environment now accommodates a longer use, reflecting a routine that goes beyond immediate consumption," says Thiago Rodrigues, architect and partner at Superlimão.
The color palette draws inspiration from the universe of fruits, with shades of pink and green that extend throughout the space in a more controlled manner. The counter, with its smooth and continuous surface, reflects its surroundings, while variations in color and texture are concentrated on the walls, where hydraulic tiles appear in a gradient of pink tones, subtly reinforcing the project's identity.
"The flooring follows the curve of the counter in two shades of pink, highlighting this area and reinforcing the project's central gesture," adds Leticia.
Meanwhile, the rest of the dining area remains more neutral, balancing the composition and allowing the main elements to stand out.
The project revisits the brand's Rua Mateus Grou location, one of its best-known stores, now adapted to a new context and the dynamics of the area. The underlying logic remains, but with a new level of precision, both in terms of materiality and operation, developed through close collaboration with the Dona Vitamina team.
This movement reflects the brand's expansion and suggests a way of understanding architecture as a system, capable of adapting to different contexts while preserving its identity.
