PACE's first store in São Paulo hangs its garments like museum pieces

Design PACE's first physical space — the flagship store in São Paulo's Jardins neighbourhood — around a singular clothing practice.

Coletivo de Arquitetos, led by Guile Amadeu with co-authors Gustavo Fontes and Rodrigo Lacerda, built the 410 m² store at Alameda Itu 1466, Cerqueira César, on the logic of exhibiting garments as museum pieces.

The flagship opened in 2024 as PACE's first physical space; ArchDaily published the project in July 2026.

PACE, the São Paulo label whose production under founder Felipe Matayoshi 'transcends clothing design and approaches artistic expression', opened its first physical space: the PACE FLAGSHIP STORE in the Jardins neighbourhood, designed by Coletivo de Arquitetos.

The architects' understanding of that practice guided every design decision: the 410 m² store positions itself between museography and a traditional commercial environment, and the logic of exhibiting the garments as if they were museum pieces is a way to align the space with the label's singular production.

Lead architect Guile Amadeu worked with co-authors Gustavo Fontes and Rodrigo Lacerda and collaborator Haron Gabriel. The store sits at Alameda Itu 1466 in Cerqueira César; ArchDaily published the project, photographed by Max Fahrer, in July 2026.

Museum-style display frames clothing as art, matching Matayoshi's practice.

The museography-versus-retail tension gives a small label a flagship idea big brands lack.

As the label's first physical space, the store has to carry the whole brand story alone.

The Jardins location puts the gallery logic where São Paulo shops for design.

When the founder's practice is art-adjacent, borrow the display language of museums: curation signals value better than racks.

The 410 m² flagship stands at Alameda Itu 1466, Cerqueira César, São Paulo; ArchDaily's coverage with Max Fahrer's photographs followed in July 2026.