Studio TH

Julia Hermann Fotografia

• Architects

Studio TH, Theodora Home's store and showroom, was designed to enhance the brand's pillars and provide a comfortable environment for its customers and visitors.

photo_credit Julia Hermann Fotografia — Julia Hermann Fotografia

Bringing together classic and modern architectural features, Studio TH, Theodora Home's store and showroom, was designed by Paula Warchavchik (W. Arquitetura) together with Paula Caio (Studio Theodora Home) with the aim of promoting a large exhibition setting for the brand's products and reinforcing its values.

The spaces were designed with a solid, minimalist base that could be adapted to any desired décor, allowing the production of the environments to rotate according to the new collections launched.

Before the renovation, the rented property had structural issues that needed to be resolved. The curved ceiling, which marks the entire store, as well as fitting in perfectly with the identity of the project, was used as an acoustic solution while correcting the slope of the ceiling.

In addition, spaces that had previously been poorly used were given joinery pieces that act as display and storage areas.

"We created a tunnel with a vaulted ceiling to mark the entrance to the store and provide a transition between the madness of São Paulo and the internal space. It's an environment that gives customers feelings of peace and calm, as the brand's culture advocates," says Paula Warchavchik.

In the store's first environment, the presence of organic shapes in the choice of furniture brings feelings of receptivity and warmth, making the brand's values clear. The unique, minimalist design of the pieces chosen captures the viewer's attention while fitting in with the surroundings. Zenithal openings allow plenty of natural light in.

With ideas brought by Paula and Marcela Caio, heads of Theodora Home, based on references from European design weeks, tables were designed that show innovation in design and decoration and allow different objects and compositions to be arranged.

In the second space, a living area was created with a sofa, armchair and coffee table in light tones. "The cupboard for storing store objects was made from slatted wood to mimic the existing walls," explains Paula Warchavchik.

Created to display products, the niche next to the cupboard was lined with national travertine stones installed without a specific pattern, resulting in the appearance of bricks. The mirror that runs along the wall perpendicular to it gives the room more spaciousness and enhances the lighting.

Intended for conversations with customers and displaying products, the back of the store is made up of a sculptural table and a flexible joinery shelf that allows for rotating displays. With a fixed wooden structure, its marble partitions can be removed, adapting to the needs of each moment in the store and bringing the focus to the objects that make up the decoration.

The solutions found to structural problems are what made the project unique, while still ensuring the presence of the brand's identity, bringing lightness and comfort throughout the space.