Swedish giant H&M has chosen a Paraguayan architecture firm to design and build its first two stores in the country. Estudio de Arquitectura aquino+, led by architect César Aquino, won two consecutive international tenders and was responsible for the design, construction, and architectural coordination of both projects.
The first store, spanning 3,500 square meters, will be located at Paseo La Galería in Asunción and will mark the brand's official debut in the Paraguayan market. The second will be in the Perseverancia District, where aquino+ is handling the full architectural coordination of the project.
The win did not come through a direct referral. The firm submitted proposals in a highly competitive international bidding process and won both tenders. "We managed to secure both projects and subsequently participated in the tender for the construction of the Paseo La Galería store," Aquino said.
aquino+'s prior track record was decisive in winning the multinational's trust. Among its previous projects are designs for Decathlon, Carolina Herrera, and Purificación García, as well as corporate offices for PwC, Deloitte, and Monsanto.
Working for a global brand like H&M, present in 81 markets with annual sales exceeding $20 billion, demands rules that differ from those of the local market. The company operates under strict design and identity manuals that do not allow for free interpretation. "The architecture must support the brand experience without becoming the protagonist. Behind a simple and orderly image lies an enormous amount of engineering and coordination work," the architect explained.
The level of detail required in the working drawings is one of the elements that most differentiate this type of commission from a conventional development. "For this type of corporation, the working drawings are essential. They must contain an extremely precise level of detail to avoid errors during construction and ensure that everything works as planned," Aquino said.
In the case of the Paseo La Galería store, the logistical complexity is even greater, as the construction is taking place inside a fully operating shopping center. Air conditioning, fire prevention, specialized lighting, audio, and communication networks must all be coordinated simultaneously without disrupting the mall's operations. On top of that, most of the furniture and equipment arrives imported, and each piece must integrate precisely with the locally built infrastructure.
H&M does not audit only the design. The oversight process covers workplace safety, insurance coverage, industrial hygiene protocols, material sourcing, energy efficiency, and waste management. Meeting these standards in Paraguay required preparation, and aquino+ was able to fulfill them.
The brand's spaces are designed to influence consumer behavior from the first step inside the store. Intuitive pathways, modern environments, carefully calibrated lighting, and strategic product placement make up a system designed to maximize the shopping experience. "The lighting and the layout of the spaces are carefully planned to facilitate the shopping experience," Aquino described.
For the architect, the project goes beyond a commercial contract. "Having won the tenders and being in the process of building these developments demonstrates that there is talent, technical capability, and experience to execute world-class projects from Paraguay," he concluded.