Brazillian interior decorator and enfant terrible of South American window dressing swung through Bali on his way to Australia and couldn’t help but have a tinker with the Bali Havaianas flagship store. We caught up with him for a round of caipirinhas on the beach.
Edgard! You’re one of the most renowned visual merchandisers in Brazil, how did you start out?
The first window I worked on was for Amelia’s sister (Amelia Maribondo-Aspden, Havaianas Director in Australia and Indonesia) who was a well-known stylist in the 70’s. From there, a lot of doors opened for me. But my career really took off in 1978. Gregorio Faganello, a fashion icon in Brazil at the time, invited me to work on his Christmas window at his shop in Ipanema. My ideas were not the most innovative for this particular window but while I was arranging everything, a robbery took place right outside the shop. It was there and then that I reinvented Gregorio’s window as the ‘Christmas Robbery’! I had a mannequin as the robber with a gun in her hand, dressed in a suit with jewellery falling out of her pockets and the other mannequins surrendering, all in a traditional Christmas environment. It was a great hit because at this time Brazil was under dictatorship and it was also a time when robberies and violence started to become a real problem in Rio. Therefore the window was censored and I was on the front cover of major newspapers and getting interviewed on the evening news.
Which clients are you working for at the moment?
At the moment I am working for various influential brands and shops such as Artefacto and Sierra, which are two major furniture stores in Brazil and internationally. Lenny Niemeyer, the most renowned beach wear designer in Brazil. Magrella, which is also the ‘it’ multi-brand shop in Brazil at the moment and many others. After I leave Indonesia and finish my work with Universo and Havaianas I am going to Sydney to decorate the Havaianas Office HQ.
Why Havaianas?
My work with Havaianas started from my lifetime friendship with Amelia who built the Havaianas brand in Australia and now also in Indonesia. She invited me to work in Australia on many occasions designing the office décor, styling events, including the notorious Havaianas party at Icebergs in Bondi which Heath Ledger amongst many other celebrities attended, and now working on the store design for Universo in Indonesia. I have also worked with Havaianas in Brazil at Daslu, which is a very luxurious department store, where I developed a whole wall with a Brazilian flag all made from Havaianas flip-flops.
What are the rules of window dressing and store design?
There are no rules. The person who does this kind of work needs culture, art knowledge and a good sense of aesthetic and balance but most importantly, innate talent.
How does good store design and window dressing impact the buyer?
Good store design and window dressing invites the buyer to come into the store and invokes the buyer’s curiosity.
What are your impressions of the island?
This is my fourth time in Bali, I love it here! My first time was in the 80’s, Bali was the travel destination for Brazilians… I still remember how everyone dressed in traditional customs and I thought it was incredible. The island is very relaxing and it reminds me a lot of beach towns in Brazil.
What inspiration have you taken from Bali?
Bali always inspires me by its craftsmanship, natural materials and most of all the creativity that is embedded in the culture. I love working with bamboo and wood and this inspiration comes from Bali.
What is the single most important rule in a good store layout?
The harmony between the product, architecture and product exposure.
In your downtime what do you enjoy?
I love going to beach, movies, art exhibitions and travelling most of all.
Any plans to return to the island in the future?
I will be returning to Bali in the next few months to finalise the concept for Universo stores.
A parting word of advice to budding interior designers?
Culture is very important and constantly be open to learning.
UNIVERSO Bali, Jalan Petitenget 100x, Bali, Indonesia, p. +62 361 8469602.