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Athayde de Almeida Sergio Pereira Reggiane Fortunatti e Keliane Santos Marcelo Foffá www.amagazine.com.br Simone Marques (assinatura@amagazine.com.br) (11) 4191-2397 Eloprecisão Digital Gráfica e Editora Aquarela Dinap e Correios A Magazine é uma publicação mensal de A Magazine Editora e Publicidade Ltda., uma empresa do grupo Metromídia Comunicação. Redação: Calçada das Hortênsias, 39, Centro Comercial Alphaville, Barueri, SP, CEP 06453-017, tel.: (11) 4208-1600. Assinaturas: Tel.: (11) 4191-2397 e assinatura@amagazine. com.br. As opiniões e os artigos contidos nesta edição não expressam, necessariamente, a opinião dos editores. É proibida a reprodução em qualquer meio de comunicação das fotos e matérias publicadas.

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22 RELOJOARIA 28 JOIA

36 ARTE

42 KAISER

48 HUSSEIN

52 MODA

68 HOTEL


HOTEL

76 CUENCA

84 HOTÉIS

90 EUDES

92 AQUIM

100 MOTOR

102 BENTLEY

108 HOUSES

SEÇÕES 6 12 18 27 34 66 74 96 114

EDITORIAL DESIGN EXPOSIÇÃO TRENDS ACESSÓRIOS MODA HOTELARIA CONSUMO CATWALK


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Seja único, seja internacional!

Que futuro

“A Esc o Alphav la Internacio ille, atr avés d nal de Janela o novam s para o Futu projeto en ro as 10 te seleciona foi d E 10º Prê scolas finali a entre stas d mio Es o co concu rso pro la Voluntária , m o Rádio vido p e Bande irantes la ”

você está proporcionando

para os seus filhos?

Ofereça o melhor, uma escola que faz a diferença. - Educação Internacional: português, inglês e espanhol. - Educação infantil, ensino fundamental e ensino médio. - Especializada na formação dos futuros líderes e empreendedores. - 30% dos alunos aprovados, sem cursinho, em Universidades públicas como USP, UNESP, UNIFESP, etc. - 70% aprovados, sem cursinho, nas principais universidades particulares como IBMEC, FGV, ESPM, FAAP e Faculdades de Medicina. Educação, o único investimento seguro! Escola Internacional de Alphaville, uma escola única e especial como seus filhos! www.escolainternacional.com.br - Informações: (11) 4134-6686

1999 - 2010

11 anos em Alphaville


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!"#$%& !"#$%&$'&('#!%!"#$%)&!*(&+&,'!(-.$/ Nesta edição, decidi abordar um tema emergente e polêmico: a superexposição dos produtos de luxo no mercado. Este assunto, que ganha destaque entre os gestores das marcas, é uma questão administrada por todas as empresas que possuem seu crescimento ligado ao desejo de consumo. Como, quando e com qual frequência as marcas devem mostrar suas criações afim de despertar o desejo no consumidor? Escolhi dois exemplos que ilustram bem o assunto: O primeiro, é um caso que ilustra o ponto de vista negativo da superexposição. Em entrevista a revista Vogue inglesa, Tom Ford — hoje no comando da grife que leva o seu nome e conhecido pelo seu trabalho como diretor de criação da Gucci – diz que hoje em dia, a pressa para expor os produtos, tendências e novidades é tão grande, que antes mesmo das peças chegarem nas lojas, o consumidor já está cansado de vê-las. Já deixaram de ser novidade. A roupa é criada, mostrada em desfiles, eventos, e em seguida é vestida por uma celebridade internacional. A maciça cobertura da mídia divulga as fotos com as imagens dos produtos para todo o mundo. Em minutos, as peças estão em matérias na internet, jornais e revistas internacionais. Essa superexposição, no anseio de conquistar primeiro a atenção e desejo do consumidor, está desgastando o desejo de compra. Quando a peça chega ao mercado, ela já foi tão exposta, que não transmite mais a sensação de novidade, e em

alguns casos, pode até gerar no consumidor, um desejo de aguardar o próximo lançamento. Os consumidores de grifes buscam o novo, a sensação de descoberta, que é o grande impulsionador deste mercado. Quem consome o lançamento das marcas, tem seu impulso de consumo alimentado pela emoção de sair na frente da maioria das pessoas. Ser exclusivo. O segundo exemplo, apresenta um ponto de vista positivo da superexposição. A Apple Inc. — conhecida por trabalhar excessivamente a mídia nos lançamento dos produtos — e os clássicos exemplos dos lançamentos do iphone 4 e Ipad. A marca conseguiu despertar um desejo quase que irracional nas pessoas de quererem ser os primeiros a terem o seu produto. As filas enormes para a compra do iphone 4 nos primeiros dias são massivamente divulgadas na mídia internacional e aumentam ainda mais a verdadeira “febre” de consumo. No Brasil, o primeiro comprador do iphone 4 teve até sua foto divulgada em jornal, sites e revistas pelo simples fato de ter comprado o aparelho primeiro. Nos Estados Unidos, Steve Jobs já é conhecido pela expectativa gerada pelos seus shows de coletiva de imprensa em que apresenta suas novas invenções. A mídia de todo o mundo, divulga a cobertura do evento. Estes dois casos, mostram com clareza, que os paradigmas de consumo são desafiados a todo instante, ao mesmo tempo que, a busca do ser humano pelo prazer permanece como uma característica dominante. As empresas de luxo necessitam mais uma vez, usar genialidade para encontrar o equilíbrio entre exposição, sedução e desejo para atingir os resultados esperados. ! Reynaldo Pasqua é Diretor Online da CARMIM. reynaldo@post.harvard.edu

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criador & criatura As pinturas de Gustavo Rosa ganham o brilho radiante das joias da designer Cris Porto

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ANEL MELANCIA

Feito de ouro branco, diamantes, rubi, safira e savorita. Uma das peças mais luxuosas da coleção. $%&%'()*#!+#


BRINCO PEIXE

As mĂŁos talentosas de Cris Porto transportam a obra o Gato Comeu para um par de brincos de ouro branco e diamantes, absolutamente inconfundĂ­vel. Uma safira azul e um rubi caracterizam as sutilezas dos personagens de Gustavo Rosa. ,-#$%&%'()*


ANEL SÃO PAULO MADAM

O quadro São Paulo Madam, mostra uma senhora de classe que passeia com seu chapéu a la Oscar Freire. O anel de Cris Porto é uma combinação de ouro branco, esmalte nas cores da obra, diamantes negros e brancos intercalados. $%&%'()*#,.#


PINGENTE MENINA

De ouro branco, mesclando tons de safiras laranja, amarela e azul, além de esmalte, savorita no buquê de flores, e rubi e safira rosa monocromáticas bicolor para o vestido, este pingente é uma homenagem completa ao quadro Menina. ,!#$%&%'()*


PINGENTE MENINO

De ouro branco ecom detalhes em esmalte, o menino gordinho com olhar desconfiado do quadro Menino, é retratado em um pingente trabalhado em vários tons de azul. A roupa mescla a pintura das artes plásticas. $%&%'()*#,,#


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city of stars Exposição exclusiva revela uma coleção de fotografias de estrelas renomadas na lendária cidade de Londres !"# $% &'(& $) (*"+,(

Ao lado, a atriz Audrey Hepburn no Richmond Park

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O ator Lee Marvin nos jardins do Dorchester Hotel. Na pรกgina oposta, Elizabeth Taylor alimentando os pombos na Trafalgar Square

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CHAPÉU

GABRIELE WENZEL. CASACO DE SEDA LECOANET HEMANT


VLUSA E CALÇA

STINE GOYA. CINTO E PULSEIRA ETRO. SAPATOS SALVATORE FERRAGAMO


SAIA DE FLANELA E LUVA DE PELE

MAX MARA. PULSEIRA CHANEL VINTAGE. TOP: VINTAGE & LOVE. COLAR SABRINA DEHOFF


CASACO DE SEDA

LECOANET HEMANT. SAPATOS ETRO


VESTIDO WALÉRIO ARAÚJO. BOLERO NOIR. BRINCOS VICENZO RAPHAELO. ANEL MENTA DESIGN


VESTIDO

LECOANET HEMANT. PULSEIRA CHANEL VINTAGE. SAPATOS ETRO


VESTIDO E CINTO

VINTAGE & LOVE.VESTIDO SAPATOS CARLA SALVATORE GASPAR.FESTOLA ERRAGAMO VITOR ZERBINATO. BRINCOS FABRÍZIO GIANNONE


COLAR BRANCO E PRETO SABRINA DEHOFF. VINTAGE & LOVE


BLUSA E CALÇA

STINE GOYA. PULSEIRA E CINTO ETRO


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A Magazine 32 Nacional

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