Shoppers Help Fill A Fashion Store With Donations

Brazil mall owner promotes winter clothing drive with empty shelves

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The empty shelves and naked mannequins in this Brazilian fashion store were deliberate: they were designed to encourage donations for a winter clothing drive.

Brazil's BR Malls and agency Loducca set up the retail outlet in the middle of a mall and asked customers to come and help fill it. The shopfront was styled like a high fashion outlet but branded "A Loja Vazia" (the empty shop). Staff created fashion looks on mannequins out of the donated clothes, emptying the store each night to encourage shoppers to bring more clothing. As a result, over 3.2 tonnes of clothes were donated, and the client is now making the store blueprint available for other malls to use.

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May 01, 2013
Loducca Sao Paulo
BR Malls
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