Rather than sell products, A Loja Vazia inverted retail logic: a pop-up shop in VillaLobos Mall would open each morning empty—and fill only as people donated clothes to it. Over the day, mannequins and racks came alive with donated outfits. Each evening, the store emptied again to prepare for the next wave of giving.

The campaign activated empathy and participation by turning a retail space into a daily, tangible donation hub, blending experiential marketing with social action. Within weeks, the store collected over 3.2 tons of clothing, making it a vivid demonstration of brand-led social design. 

Visually and structurally, The Empty Store featured clean, minimalist interiors with donated garments as the only design element—a deliberate contrast that elevated both the act of giving and the brand’s role in storytelling. It received recognition including a D&AD award under “Integrated, Earned Media” for rethinking what retail
can do when it becomes shared experience.

Recognition:

• Cannes Lions - Gold + 3x Bronze 
• D&AD - 2 Wood Pencils 
• One Show - Bronze Pencil 
• Jay Chiat & Effie

Production company: O2, directed by Quico Meirelles