The new Veja shop offers a shoemaker for tennis repairs of all brands in the architectural structure focused on sustainability
Twenty years after its foundation and just over a year after officially in Brazil the name that has already used globally, the Franco-Brazilian brand Veja inaugurates its first shop in Latin America on 11 June. Located in Rua Oscar Freire 565, one of the most iconic addresses in the state capital, the new spatial signs of 600 m² not only a strategic step in the Brazilian market, but also symbolizes a return to the origins: all Veja shoes have been produced in Brazil since the beginning of the company, with first national materials and socially responsible processes.
The architectural project of the new shop is signed by the urban planner of San Paolo Roberto Somlo and reflects one of the fundamental principles of the brand: transparency. This concept is materialized on visible brick walls, apparent rays and a large glass facade that allows natural light to enter and a direct connection with the road. “The Segs Segs in San Paolo is a radical encounter between the story on display and the modernism of Saint Paul, integrating the original materiality of the property to show some of the history of the urbanization of the neighborhood, with the premise of the modernist movement in the architecture of St. Paul, who works the truth of the materials”, without ornaments or disgusts “, explains Somlo.
More than a point of sale, the shop was conceived as a space of experience and environmental awareness. One of the highlights is the Shoemaker station – the first of the brand in Brazil – which offers repair, cleaning and reuse of tennis services. Launched by the brand in June 2020, the initiative “Clean, Repair, Collect” was born with a clear philosophy: the cooler tennis is what you already wear. The purpose of the program is to offer consumers the possibility of extending the life of their shoes, with repair and cleaning services or, when it is no longer possible to restore them, allow their adequate recycling.
Today Veja has eight Calzolai stations in the city such as Paris, Bordeaux, Berlin, Madrid, Brooklyn and London. Since the start of the project, over 45,000 couples have been repaired. The first unit was opened in Darwin, in Bordeaux, in a space of 90,000 m² focused on social and ecological innovation, where three shoes have restored more than 5,200 couples. The site also offers sneakers with small defects at reduced prices, exclusive prototypes and past collections, as well as being a collection point for recycling shoes.
In 2022, the brand inaugurated Veja General Store in Paris, considered a real “repair temple”. The space of 100 m², located in Rue de Marseille, in the tenth arrondissement, works every day with two shoemakers and a tailor in charge of restoring shoes and clothing, regardless of the brand. There, the concept of circular consumption is expanded: the place also sells books, stationery items, products for the care of the Tanile, socks, laces and furniture aligned with ethical values such as DSPTCH, Caran D’Eche, anonymous ISM, public supply and snow peak. The Interior project was developed by the Alors French Collective study, which used wood, cement, steel and glass to create a minimalist and welcoming environment, with energy supplied by the Enetarop renewable sources cooperative.
The French capital also hosts a repair station inside the Lafayette galleries since 2021, where over 4,300 couples have been restored today. In Berlin, the Marchi shop was opened in 2022 was the first to have a repair station integrated by the initial project, reporting a new phase of the company’s commitment to sustainable after sales.
Another example of innovation is at the Log’s Logistics Center in Lieusaint, where Veja installed a mobile repair unit inside a retired container. In this space, focusing on the professional reintegration of vulnerable people, 12,400 couples have been restored with minor defects returned by customers, ready to return to the market with a new service duration. Mustapha, a shoemaker with over 20 years of experience, guides the operation and also offers training to new professionals interested in working in the segment.
With the expansion in Brazil, local consumers have now direct access to this global network of sustainable services. “Brazil is the heart of our brand. Our sneakers are made by Brazilian hands, Brazilian raw materials. After we can work the name See in the country, our first shop here has become a mission for us,” says Leandro Miguel, commercial director of the brand for Latin America.
Special edition honors the city
To celebrate the opening of the shop and the 471 years of the city of San Paolo, Veja launches a special and limited edition of its V-90 model, called V-90 São Paulo Mon Amour. There will be only 471 numbered couples, available exclusively at the Freire Store Oscar and the official website of the brand.
The design brings shades of gray and black, direct references to the urban landscape of St. Paul and vibrant yellow details, which symbolize the multicultural soul of the capital. The number “011” appears as a tribute to the DDD of the city, strengthening the emotional connection between the product and its territory.
Source: Terra
Ben Stock is a lifestyle journalist and author at Gossipify. He writes about topics such as health, wellness, travel, food and home decor. He provides practical advice and inspiration to improve well-being, keeps readers up to date with latest lifestyle news and trends, known for his engaging writing style, in-depth analysis and unique perspectives.
