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AUTOBOX
AUTOBOX
Avenida Madre Leônia Milito, Londrina, Brazil
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AUTOBOX
Avenida Madre Leônia Milito, Londrina, Brazil
AUTOBOX – TOWNER TOPIC POP UP STORE
The
client, a franchise of an Asian car assembler, commissioned a project that
would gather the following features: easy assemblage, low costs and high visual
impact.
Studio
Guilherme Torres proposed an idea that would satisfy the client’s needs of
agility adding the sustainability aspect to the project.
Making
a direct reference to car imports, shipping containers were bought and added to
the building’s façade, where the sales and technical assistance will work.
The
store was implemented in a very high traffic region, also considered one of the
growth vectors of Londrina, Brazil. The concept of a Pop-up store, a temporary
and itinerant store, became possible due to the use of shipping containers. Within
2 years, when the land lease period will be over, the whole store may be
relocated to another place, simply by disconnecting one container of the other.
Ten
containers were used, costing U$1,700 each. All the assembly was done in only 2
hours and within 2 weeks all the welding work, painting and electrical systems
were concluded.
The
playful aspect is an essential part of the project considering that cars look
like toys, just taken out of boxes. Another important feature has been the
debate that such initiative has caused in the city, calling attention to the
use of creativity as a marketing tool for the product.
Another
curious fact is that Brazil’s Towner/Tropic didn’t accept the store as an
official franchise, and demanded the containers to be coated with ACM (aluminum
composite material). We hope that they change their minds and embrace
sustainable alternatives like this one.
The
client, a franchise of an Asian car assembler, commissioned a project that
would gather the following features: easy assemblage, low costs and high visual
impact.
Studio
Guilherme Torres proposed an idea that would satisfy the client’s needs of
agility adding the sustainability aspect to the project.
Making
a direct reference to car imports, shipping containers were bought and added to
the building’s façade, where the sales and technical assistance will work.
The
store was implemented in a very high traffic region, also considered one of the
growth vectors of Londrina, Brazil. The concept of a Pop-up store, a temporary
and itinerant store, became possible due to the use of shipping containers. Within
2 years, when the land lease period will be over, the whole store may be
relocated to another place, simply by disconnecting one container of the other.
Ten
containers were used, costing U$1,700 each. All the assembly was done in only 2
hours and within 2 weeks all the welding work, painting and electrical systems
were concluded.
The
playful aspect is an essential part of the project considering that cars look
like toys, just taken out of boxes. Another important feature has been the
debate that such initiative has caused in the city, calling attention to the
use of creativity as a marketing tool for the product.
Another
curious fact is that Brazil’s Towner/Tropic didn’t accept the store as an
official franchise, and demanded the containers to be coated with ACM (aluminum
composite material). We hope that they change their minds and embrace
sustainable alternatives like this one.
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