 Special Section - February 2008  |
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Discovering Daslu
How high-end home furnishings for the discriminating buyer are presented at retail in São Paulo, Brazil When the Brazilian bus stopped in a quiet São Paulo neighborhood, we had no idea of the world we were about to enter. Passing through the first gate of the Villa Daslu compound at the end of a wide two-lane avenue, we glimpsed a large building beyond a stone and marble entrance with security barriers. The avenue, almost a quarter of a mile long, was lined with trees and wrought-iron posts announcing designers’ name on black pennants that flapped in the breeze. Just inside the marble-pillared façade, an ornate entry beckoned visitors into a retail paradise where one can buy a pair of socks, an exotic vacation package, a Ferrari or even a helicopter—all under one roof. Indeed, just past the foyer, a yellow 1956 Cadillac Eldorado convertible gleamed in all its vintage glory, framed by two curved staircases that led to the designer salons on the first floor. Started 48 years ago by a trio of ladies (all with names ending with a “lu” hence, Das-lu) and now run by Eliana Tranchesi, the daughter of one of the original owners, Villa Daslu exudes an aura of quiet, ultra-upscale elegance. The renovation of the imposing building had been completed about two years ago, ensuring the preservation of the tall columns, dentil molding and other classical architectural elements that adorned the original structure. Three of the four upper floors are devoted to retail merchandise and the top is rented out for private parties. Dedicated primarily to designer salons, the women’s floor is off-limits to men. Here, assured of complete privacy, ladies shop for haute couture, aided by attentive assistants in black uniforms with crisp, white lace-edged aprons. Various house lines comprise part of the retail area. Daslu Weekend is a line of tableware and crockery, while Daslu Casa displays silver chafing dishes and other ultra affluent home furnishings from bed ensembles to sumptuous bath appointments. A significant amount of space is devoted to exquisite glassware, including the latest designs from Irima, a popular line of rich, colored, embossed glass from Portugal. Amidst porcelain, fine china, sterling silver and crystal from renowned English and European companies like Herend and Bernadaud, taking pride of place is crystal by the English company William Yeoward, of which Daslu is the sole Brazilian retailer. Among the house lines for boys and girls is everything from preppy coordinates to the latest high-fashion styles. In terms of visual appeal, the cute and creative Daslu Bebê display stands out, with its refreshingly novel color scheme of taupe and pale cream. Striped wall paper, an inviting large rocking chair studded with hundreds of tiny stuffed dogs in cream and taupe, bean bags, painted juvenile furniture and complementary room décor make shopping here a truly charming experience—especially when kids can stay out of the way in adjoining play areas. Rooms are decorated with Disney characters, a Lego/Duplo™ room, electronic and soft toys, dolls and robots, a chocolate shop, and even a restaurant with a counter decorated with a myriad of stuffed dogs. Brazilian designers like Jorge Elias, Esther Giobbi and Mandi, and a host of European designers from Chanel, Dolce and Gabbana, Ermenegildo Zegna and Prada to Gap and Diesel for the younger generation, are showcased as part of the many delights of Villa Daslu. The combination of a delightfully diverse mix of high-end and one-of-a-kind goods with an environment fit for 21st century aristocrats makes Villa Daslu a memorable and alluring luxury experience. Resources
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