Isay Weinfeld

Forum is the top brand in Brazilian fashion. The main thought when drawing up the new project for the Flagship, located on the most upscale shopping street in São Paulo, was to build a shop that reflected the concept of the brand: contemporary style with the use of typically Brazilian materials.
The shop has two different entries, one for men and other for women. On the lower floor sports clothes are to find; on the upper, evening clothes, haute couture, and tailoring.
The two wings converge in the back of the shop on an enormous stairway of red glass-pastilles that leads to a mezzanine – where the bar is – and then wends on to the upper floor. The wall at the back of the bar is made of taipa, a material made of clay and dried vines, typical of constructions in the northeast of Brazil.
The white rag rugs are also typical of Brazilian handicraft. The armchairs have the signature of Brazilian designers from the ‘50s. All the handles on the fitting booth doors have details in straw. The barstools are solid tree trunks. These are just some of the elements that contrast deeply with the purity of line and ordering of space.