IN A RAPIDLY CHANGING and demanding post-pandemic world, consumers are searching for new ways to reinvent themselves. One health clinic called Awake, located in the Jardins section of São Paulo, an upscale neighborhood in the sprawling Brazilian city, offers a pathway to a healthier lifestyle in a positive environment.
More than a clinic, Awake represents a movement to transform health and well-being through knowledge, science and technology. Toward that end, its concept focuses on a holistic approach to integrative medicine by combining therapeutic practices and a welcoming environment that promotes mental and physical well-being; an approach that could enhance many retail environments choosing to follow suit.
Awake aims to attract individuals who aspire to a higher and healthier quality of life; they’re devoted to enhancing their performance in every aspect of everyday life while introspectively connecting with themselves in pursuit of comfort and general well-being. As such, the brand’s experience purposefully disconnects clients from the rigors of modern life.
Photography: Courtesy of Eric Feigenbaum, New York
Its ethos is built upon different approaches to integrative medicine, such as Chinese medicine, Ayurvedic medicine, lifestyle and sports medicine. (Integrative medicine is defined as a health approach that combines conventional medical practices with evidence-based complementary and alternative therapies.) The goal is to treat the person as a whole, considering physical, emotional, mental, social and spiritual aspects.
With the ultimate goal of promoting a new approach to health and a positive lifestyle, Awake contracted the firm KT Kawahara & Takano Arquitetura de Negócios (São Paulo) to design the space. “When we were invited to design Awake, we sought references from the most relevant places in the world in terms of energy,” says Julio Takano, CEO. “Our starting point was the Egrégora, a concept that stimulates the creation of a collective (mental and emotional) force from the conscious union of people around a common purpose.”
The resultant architecture and interior is an extension of Awake’s integrative and holistic mission, with a modern and minimalist design approach. The Awake journey begins at the entrance as visitors are invited into a sensory garden filled with fruit trees and other plantings that energize and enhance the senses. Carefully curated design components, spacious areas with ample natural light and comfortable furniture arrangements take the user to another place and another state of mind.
The journey continues to the reception area where visitors are greeted by the warm glow of a relaxing fireplace, providing a home-like residential feel. Complementing the environment are carefully curated aromas, mood-supporting acoustics and well-balanced levels of illumination.
Photography: Courtesy of Eric Feigenbaum, New York
Takano was passionate about his design team’s research and inspiration. “We were inspired by the Miramar Retreat Center in Puntarenas Province, Costa Rica, where a tree known as the Banyan represents hermetic life and the quest for permanent enlightenment and knowledge,” he says. “Our team of architects and designers found this to be the perfect connection to make Awake a transformative reality. The Banyan tree, with its deep symbolism, guided our project, imbuing it with the essence of enlightenment and unity. Thus, Awake was conceived to transform the lives of all who practice its philosophy, promoting a space where well-being and personal growth are prioritized and achieved.”
On the exterior, a contemporary façade conveys a feeling of modernity, innovation and warmth. Materials such as composite aluminum, glass and steel formed a large monolithic structure that attracts passersby while shielding clients from external noise.
“In the Awake project, every detail was carefully designed to radiate positive energy, comfort and a captivating visual experience,” says Takano. “A selection of materials is fundamental to creating this harmony: Quartz, river pebbles and raw stones were chosen for their energetic properties.”
One of the overarching goals of the Awake project is to provide a “third place” – a space that is neither home nor work but where people gather to relax, socialize and connect. Providing an escape to a serene and calming oasis, visitors to Awake are encouraged to spend time in the common areas, where comfortable and tranquil seating arrangements allow people to read, meditate or simply chat with friends. This creates a sense of community and belonging, which is essential for mental and emotional health.
Photography: Courtesy of Eric Feigenbaum, New York
As we search for a healthier and happier world, experiences like Awake offer an environmental experience that transports clients to a more tranquil place. In line with their commitment to broaden the benefits of their customers’ experiences, additional Awake locations are being considered to allow more people to access innovative solutions in well-being, health and aesthetics. This concept can also serve as a model to retailers across the board seeking to extend and project a positive impact on the quality of life of all who engage with their brand.
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