In an initiative that, if successful, could be repeated in other parts of the world, DuPont Textiles & Interiors (DTI) - the company behind Leather with Lycra - has opened ‘Hotel Lycra’ in São Paulo Brazil.

Aimed at raising the profile of the fabric with the consumer and located in the heart of downtown São Paulo, Hotel Lycra is a 7.000 square metre ‘brand experience’ that presents the product in a variety of different contexts.  For example, on their arrival at the hotel, ‘guests’ are greeted with a fashion information centre that offers tips, fashion trends, consumer insights and garment concepts.   

The facility includes a restaurant, shop (stocked with Lycra products, naturally) and gallery which DuPont hopes will find favour among São Paulo’s glitterati for fashion shows, parties and product launches.   Elsewhere in the two-storey building, guests can view the latest from the world’s of art, fashion design, photography and journalism.  At launch, the gallery will house ‘The History of Lycra’, an exhibition chronicling the development of the fabric. 

“Hotel Lycra is a perfect example of the apparel creativity that DTI  delivers to consumers,” said Linda Kearns, Apparel Communications Director, DTI.  “It is the first time ever that an ingredient brand has been brought to the retail level to emotionally connect with consumers and expand their overall brand experience.”

Located on the fashionable Oscar Freire boulevard, Hotel Lycra is open daily and free to enter.

 

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