Maidenform flagship store by Droguett A&A, Chile

Maidenform is a prestigious and well known North American women’s intimate apparel brand, also present in some European countries as well as in Chile through local distributors. Specialized mainly in bras and body shaping products with excellent quality and superior fit, the store is focused on high taste level design driven consumers seeking value, confidence seekers, early adopters, sensuality vs overtly sexy, neo-classical consumers, 18-34 yrs seeking sensual style and fashion-forward 40 yrs, intimate enthusiasts.

The first chilean flagship needed to be an effective and recognizable small building that could transmit sophistication and sensuality. An existing building was transformed with a second skin, giving it a new regular and defined aspect that convert sit in a black hermetic box that works as a big sign age for a vehicular scale, but keeping inside a delicate store and merchandise.This contrast between the container (hard box) and it´s delicate content is the main achievement of this Project. The external skin is done with lacquered plywood plaques, that were perforated with a sinous grid of backlight edsquares.

In the interior,a simple, elegant, modern and feminine mood is perceived. Black and white predominates and the delicate touch is given by elements such as rugs, gauze curtains and lamps. Fixtures made of black wood laminate and stainless steel are very functional and flexible. The clear Wood floor helps in giving a warmer aspect, and works as complement to black and White.

Designed by Droguett A&A