The Loja das Meias, a prestigious Portuguese fashion brand, renovated its Cascais store with a revamped luxury concept.
The investment in the Cascais store comes at a time when this cosmopolitan town is gaining more and more prominence as a luxury destination, particularly internationally. According to Pedro Miguel Costa, great-grandson of the founder of Loja das Meias and current general director, “Loja das Meias has been at the forefront of the fashion world for over 120 years, and without a doubt, the growing demand for luxury products was the main driver behind the complete renovation of the Cascais store. Located in a town that has differentiated itself with high-quality offerings in terms of hotels, golf courses, resorts, and international events, there is an increasing audience of both locals and foreigners seeking luxury fashion, making it a natural fit for us to be here.”
The interior design project for the space was carried out by the architectural studio Cardinali & Gazzabin Architects and features the development of a concept where luminosity takes center stage. The windows were opened up, allowing light to flood into the store and making it possible to see inside even from the outside, inviting everyone who passes by to step in and discover the world of Loja das Meias.
According to the architects, “Loja das Meias” is a dialogue between the land and the sea. We envision the store as a fashion space, an elegant setting facing the bay of Cascais, where one can experience a unique shopping experience.
The focus on soft lines and colors, which highlight the steel pieces and shiny gold, combined with finishes crafted by Italian artisans, creates an elegant harmony that connects the world of fashion with the handcrafted work of artisans, as well as the land to the sea in this refined space. Natural cotton fabrics and handmade coconut fiber rugs are paired with natural materials such as the micro-cement floor and hand-spatulated lime walls.
The wall coverings, in four different types, were also carefully handcrafted by Italian artisans. On the stairs, which connect the three floors, there is a golden brass sculpture that represents the heart of the store and conveys a magical atmosphere. It is here that the iconic pieces from each brand are displayed.
In addition, a lounge area was designed as a space for dialogue, where customers can try on clothing and shoes, as the boutique offers luxury products for high-end shoppers. “We envisioned the Loja das Meias boutique as a space of international fashion and design, while maintaining an authentic connection to the artisanal roots of the space where it was born,” the architects add.
In the central part of the ground floor (R/C) , an installation has been created to highlight the pieces from CELINE. In front, accessories from the brands LOEWE, BALMAIN, GIVENCHY, FERRAGAMO are displayed. On the balcony , with a younger atmosphere , the global brands JACQUEMUS and JW ANDERSON can be found. On the 1st floor , the entire store has been designed with spaces dedicated to the brands BALMAIN, GIVENCHY, PUCCI, COURREGES, LOEWE, CELINE , and also DOLCE&GABBANA and ZIMMERMANN . The environment is clean, luminous , and stands out for its luxurious finishes. The stylish sofas, specially designed for Loja das Meias, make the space even more welcoming and comfortable.
Moving to the 2nd floor, the environment becomes more alternative, with brands presented in both women's and men's categories. At the center, a table covered with cream-colored ceramics showcases pieces from various collections such as AMI Paris, MSGM, ZADIG&VOLTAIRE. A highlight is the panel “A MULHER E A MODA” by the visual artist Querubim Lapa. Created in 1960 for the first Loja das Meias in Rossio, part of it has now been placed on the 2nd floor of the store near the stairs, further enhancing the floor. A true ceramic jewel signed by one of the greatest Portuguese artists of all time.
In the Cascais market for 30 years, the DNA of excellence that defines personalized customer service and advice will continue to be a must at Loja das Meias, now combined with new concepts and innovative technology.
The Companhia das Soluções is the agency responsible for the communication & press advisory of **Loja das Meias**.
