Touch ⋅ Feel ⋅ Change

ARTEX brand is one of the most traditional in the household linen segment in Brazil, with almost 80 years of experience. Their products inspire beauty and joy. The collections are unique; released every season, always original patterns & colors updated with the latest fashion trends.

Challenge

ARTEX stores, has a colorful and cozy environment that aims to provide a pleasant shopping experience for its consumers. The concept behind thread count is very simple: it is based upon the number of threads woven together in a square inch. You count both lengthwise (warp) and widthwise (weft) threads. So 100 lengthwise threads woven with 100 widthwise threads produce a thread count of 200.­ Thread count has become a buzz word for marketing luxury sheets, shirts and other woven fabric goods. The idea is the finer threads you can weave together, the softer and finer the fabric. So, by highlighting the yarn count on products – such as pillows – allows the shopper to physically interact and feel the difference by touch.

Info

Creative Director – Roberto Cagliari
Designer – Augusto Gottsfritz
Art Director – Bruno Cardoso
Agency – Dez Comunicação
Date – 2014