From a brand that initially won hearts on sunny beaches and streets, Paez has now arrived in another cool and laid-back neighborhood of Lisbon. We're talking about Alvalade, where the new store is located. It's at Rua Marquesa de Alorna nº29 and has been open since the end of May, more precisely since the 29th.
The space, which covers 33 square meters and features minimalist architecture that highlights the shoes, is almost an extension of the Paez philosophy, which has always aimed to be uncomplicated, colorful, and happy. The decor is light, functional, and without frills, yet meticulously designed for those who want to come in, try on at leisure, and leave with the right pair.
The opening in Alvalade is part of a clear strategy, which involves creating physical locations in neighborhoods with soul, where the brand can grow alongside its neighbors and not just sell, but belong to the local community. "Being here means being closer to our community, in a place that values simplicity, local commerce, and the true neighborhood spirit," explains Luís Gaivão, Marketing Director of Paez, in a statement.
See the Space
"It's precisely this vision that we want to carry forward in the brand's next steps: being present in iconic city neighborhoods, where we can be the corner store — the one you trust, where you always find the right pair for every occasion," adds the brand's representative in the missive. This is the second location in the capital since returning to physical retail in 2022, with the Campo de Ourique store.
And if the store is new, the models continue to be everything you'd expect from the label, but with surprises mixed in. The new collection, dubbed Dreamscape, is perhaps the most dreamlike ever. Inspired by an imaginary universe where dreams dictate the rules, it introduces new items like the Sandal Bio, the Laces, and the Mary Janes Platform, alongside summer versions of winter bestsellers like the Tulipas and the Loafers.
This bet on collections that breathe emotion and adapt to different moments of the day and life goes hand in hand with the brand's expansion ambition. Besides the new Alvalade store, Paez is preparing to open a flagship store in Odivelas, at Strada Outlet, and several temporary pop-ups in tourist spots throughout the summer.
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