Loja Cutter Jeans by Estúdio Almar: A Floating Retail Space Above Brazil’s Premier Equestrian Grounds

A Concept Store in the Sky

Designed by São Paulo-based Estúdio Almar, the Loja Cutter Jeans is a distinctive concept store that defies conventional retail typologies by seemingly levitating above the grounds of Haras Raphaela—a key venue for equestrian events in Brazil. More than just a store, this elevated boutique becomes a beacon within the expansive exhibition area, ensuring maximum visibility even during the busiest competitions.

By strategically positioning the structure above the existing event canopy, the architects ensured that the retail space remains visually prominent despite temporary installations that often crowd the site. The raised design not only offers enhanced spatial clarity but also frames panoramic views of the competition arena, reinforcing its architectural boldness and functional foresight.

Lightness and Structure: A Floating Experience

The retail volume is suspended above an oval base, which doubles as a discreet storage unit. This base supports a metallic radial structure, chosen not only for its aesthetic lightness but also for its quick construction timeline—a crucial requirement from the client. The materials, such as metal roof tiles, prefabricated panels, and self-supporting floors, were selected for ease of assembly and durability in the dusty, open-air conditions of the site.

The result is a minimalist architectural expression: a single roof slab spans freely between two lateral walls, creating a floating canopy that appears to hover. This "roof-as-frame" approach opens up the rear of the store, visually extending the retail space into the surrounding landscape.

Spatial Design with Equestrian DNA

Internally, the store is conceived as an open plan gallery, where freestanding volumes define changing rooms and secondary storage. At the heart of the layout is a central horseshoe-shaped counter, handcrafted using recycled denim scraps from the brand’s own production process—an emblematic nod to Cutter Jeans' commitment to artisanal craftsmanship and sustainability.

The material palette is as utilitarian as it is expressive. The facade in ACM composite panels offers low maintenance and dust resistance, while the custom furniture and interior finishes reflect the identity of the brand—grounded in denim culture, handmade detail, and equestrian style.

Indoor-Outdoor Synergy

Full-height sliding frames on the perimeter blur the line between interior and exterior. On race days, these balconies provide visitors with uninterrupted views of the competition track, transforming the store into a semi-public observation deck. This seamless spatial integration enhances customer engagement and connects retail with sport, architecture with experience.

Fast, Functional, and Iconic

Estúdio Almar’s design showcases how a retail architecture project can be both efficient and iconic. The Cutter Jeans store is not merely a sales space—it is a structural landmark within one of Brazil’s most celebrated equestrian arenas. With its elevated presence, rapid execution, and immersive brand storytelling, the project redefines what a pop-up or concept store can be in a high-performance, outdoor setting.

All Photographs are works of Carolina Lacaz