Vanity Fair|
Sold Out

22.07.2009 | by Marisa Mazria Katz

Brasilia1

In a world where plunging retail numbers have become the norm, Brazil defies the odds. Take for example the launch of the new Gucci store in Sao Paolo’s Iguatemi shopping center. Just two weeks after splashing open its doors; three months worth of high-end stock for this hyper-modern 500 square meter boutique flew off the hangers. “Suddenly all the merchandise was gone and we had to request clothes from other stores around the world to replenish our stock,” says Iguatemi CEO, Carlos Jereissati. “Everyone is talking about the retail crisis, but Brazil is still booming.” For Daniela Vitale, head of Gucci US, nothing could have made her happier. She celebrated the company’s triumphant success with an outlandish party – a kind of ode to the flashy era gone by—that attracted over 800 people from around the world.

According to Jereissati, who’s a member of a powerful Brazilian family that has their hands not only in retail but also the government, the secret to attracting such big name brands—like Salvatore Ferragamo, Bulgari, Louis Vuitton and Ermengildo Zegna—is their “ability to produce an elegant setting that creates an emotional link with our customers.” This Jereissati touch can be found in the highly manicured interior gardens and uber-stylish décor handsomely decorating every single one of their eleven Brazilian properties. Up next, Iguatemi will open its doors in capital Brasilia, which is famously brimming with buildings from renowned architect Oscar Niemeyer. Although the CEO insists his newest outlet will, just like his other properties, maintain a high level of architectural integrity, don’t expect anything revolutionary. For, as Jereissati put it, “there simply is no competing with Niemeyer.”

Read the original article in Italian HERE

- Filed Under Articles, Design, Travel

 

> SHARE ON FACEBOOK

 

> TWEET THIS

 

« Previous | Next »

Copyright © 2009 Marisa Katz. All Rights Reserved | Design: ACS