Mall wonders

A retail project in São Paulo fuses physical and digital experiences

Located on the former site of São Paulo’s Fasano restaurant, which became Wallpaper’s headquarters for a few weeks in 2010 when we produced our Born in Brazil issue (W*135), CJ Shops is an exquisitely designed retail project that matches luxury brands with the finest local restaurateurs. Launched by Brazilian real estate developer JHSF and designed by Arthur Casas, the mall features a glass rooftop canopy, which maintains an open-air feeling while protecting patrons from the elements, and expansive green walls that celebrate the region’s plant diversity. The roster of brands includes Hermès, Balmain (its first dedicated men’s store in Brazil), and Isabel Marant and Ines de la Fressange, which both opened their first boutiques in Latin America within the complex. Fasano is back on site with stylish café Gero Panini and Selezione Fasano, which is equal parts imported Italian speciality food shop, enoteca and interiors store. And as part of JHSF’S ‘phygital’ strategy, the company has also included a showroom-style experience that allows visitors to try on all the clothing, shoes and jewellery offered by the retailers on the mall’s digital platform. Once items have been paid for by mobile phone, shoppers can take delivery at home or in hand. It’s an exciting experience in both the physical and digital worlds.