Osklen e Janeiro Hotel: quando o storytelling se materializa no design de varejo e hospitalidade

Abstract

This article focuses on how the storytelling created by Oskar Metsavaht manifests itself through the visual merchandising of the Osklen brand and the Janeiro Hotel. In this context, this work is a case study whose general objective is to analyze how the storytelling and visual merchandising of the Osklen brand are materialized at the Janeiro Hotel. To this end, the applied methodology is based on a literature review to deepen concepts related to storytelling, visual merchandising, and hospitality; to present international examples of accommodations that engage with the analyzed case study; and finally, to analyze the Janeiro Hotel, focusing on the identification of visual codes. Thus, it was observed that Osklen stores and the Janeiro Hotel carry the DNA of their creative director. Therefore, it is concluded that the storytelling created by Metsavaht is present in every detail of the stores' visual merchandising and in the physical spaces of the Janeiro, which strengthens both brands and creates a co-branding association between them.