The main inspiration behind the concept for Ojuara Tapiocaria is the origins of tapioca. A large part of the design and architectural elements in the project is based on crafts from Brazilian Indians, the creators of tapioca, as well as on graphic elements from the popular culture of northern and northeastern Brazil, regions where the dish is customarily consumed.
Designed by Estúdio Jacarandá arquitetura + design de varejo
Photography by Cezar Kirizawa
The geometric patterns on the tiles and printed on the counter were developed based on features from modernism, the artist Volpi and his traditional folk flags, calligraphy from indigenous tribes, the ornaments traditionally drawn on trucks, “cordel” folk literature, among other sources.
A large woodcut printed on the wall represents the storytelling and talks about the cultivation of manioc, an ingredient in tapioca starch.
The color palette was created based on warm and arid tones, common in the country’s hinterlands.
Another highlight is the Ojuara Market, an area in the shop that gathers typical products from several regions in Brazil. The visual merchandising on the market places the products on displays shaped like the stands in traditional street markets.