Boticário LAB: A Concept Store Bridging Heritage, Innovation, and Sustainability

The Boticário LAB is a concept store that encapsulates the brand’s history while unveiling the new, blending sustainability and technology into a singular retail experience.

Located at a high-traffic corner in the heart of Pinheiros, São Paulo, the new Boticário Flagship spatializes the concept of a contemporary artisanal laboratory.

The project repurposes and enhances a pre-existing building through a careful retrofit, reimagining its façade and interior spaces to create an immersive brand experience. Designed for hyper-mixed uses, the flagship seamlessly integrates a café, beauty salon, event/exhibition space, and a perfumery lab under a cohesive architectural language. The design aligns with global consumer and behavioral trends, recognizing that for a retail space to stand out and become a cultural landmark, it must offer a hybrid, comprehensive, and innovative experience.

A Spatial Experience Rooted in Design and Interaction

At the ground level, the layout is thoughtfully composed to optimize spatial flow and provide three distinct entryways: one leading to the café, another to the beauty area, and the third to the perfumery.

In the café, a double-height ceiling adorned with suspended greenery invites the gaze upward. A large skylight opening floods the space with natural light, establishing a fluid connection with the exterior.

The beauty area features sculpted sinks and custom displays that support the store’s specialized services, including hair diagnostics. Meanwhile, the perfumery space hosts interactive experiences such as virtual makeup try-ons through augmented reality filters and a "blind" fragrance discovery station, where visitors explore olfactory families aligned with their personality and preferences.

Materiality, Sustainability, and Brand Identity

The curated material palette integrates industrial elements with tactile contrasts: steelwork structures define shelving and pivoting displays, accentuating the urban laboratory aesthetic, while leather and wood furnishings introduce warmth and craftsmanship.

Sustainability is woven into the project’s fabric: the terrazzo flooring, walls, and display totems incorporate recycled Boticário packaging, transforming waste into architectural expression. This commitment extends to the reuse of existing bricks, water recycling for plant irrigation, and sustainably sourced finishes, ensuring the project aligns with Boticário’s eco-conscious mission.

The staircase leading to the upper level is enveloped in wood, with an inner green steel framework, creating an immersive passage into the brand’s universe.

The Upper Level: Customization and Artisanal Craftsmanship

Ascending to the second floor, a flexible multi-use area is outfitted with modular, designer furniture, allowing for dynamic configurations to accommodate a variety of events.

At the back, the Perfumery Lab restores the heritage of artisanal perfumery, drawing inspiration from French ateliers such as Guerlain and Ex Nihilo. Here, visitors can create their own custom fragrance, sealed in a signature bottle.

The beauty salon completes the sensorial journey, offering a full suite of services, seamlessly integrating experimentation and exclusivity into the flagship’s unique ambiance.

A Living Façade that Reinvents the Urban Landscape

Externally, the flagship extends its identity into the cityscape. Lush greenery, expansive display windows, exposed galvanized ducts, and metal grates blur the boundaries between interior and exterior, redefining the storefront as a living, evolving architectural element.

By reinterpreting the traditional perfumery and apothecary lab, this project honors Boticário’s legacy while embracing sustainability and the evolving landscape of retail design.