Scarlet Rose at the Maria Dolores Storefront

In partnership with Maria Dolores jewelry, handcrafted floral art took center stage in the storefront, translating the brand's identity into an imposing botanical sculpture for the launch of the "Flor e Ser Amor" (Flower and Being Love) collection.

The Challenge

Maria Dolores' new campaign carried a strong rose motif, symbolizing love, strength, and femininity — present in both the jewelry design and the collection's handbags. The challenge was to translate the delicacy of these pieces into a macro-scale element, able to hold the attention of shoppers walking through the mall, without overshadowing the products on display.

The Floral Installation

The answer came through a giant storefront flower, sculpted in premium Italian crepe paper — a material that allows for deep shaping, creating creases and waves that mimic the organic petals of a real rose, at monumental scale. The choice of red anchored the campaign's identity, serving as a physical extension of the visual communication on the store's banners.

Every petal was cut, stretched, and shaped by hand, creating dramatic volume and a play of light and shadow under the storefront's directional lighting. The floating stem, carefully positioned, gave the piece movement and lightness, creating a poetic optical illusion in the space.

Technical Specifications

• Location: Maria Dolores jewelry (upscale shopping malls)
• Purpose: Visual merchandising for the launch of the "Flor e Ser Amor" collection
• Materials: Heavyweight premium Italian crepe paper and a structured, flexible botanical-finish stem