El Escaparate de Maggie
El Escaparate de Maggie is very special, born from a clear goal and a cycle of goodness: help those in need in Valencia, Venezuela, through a warm, inviting retail experience.
The store is run by my family's non-profit, sourcing donations and reselling them at low cost for low and lower-middle class families. All profits turn into medicine and food for people in extreme need.
The concept draws on the literal meaning of “escaparate” (wardrobe/storefront) and the legacy of wooden, long-lasting shopfronts that feel both crafted and familiar. The look leans on geometric rhythms, stripes, and overlays—echoing Venezuelan modernists like Cruz-Diez and Alejandro Otero—while keeping the palette warm and human.
Across touchpoints we kept the voice simple, generous, and transparent, ensuring visitors feel the mission behind every object: buy something, help someone.
Microsite & Poster
The concept of El Escaparate comes from the meaning of the word in Spanish. Escaparate means both wardrobe and storefront, so it?s fitting that the store sells primarily clothing items. Escaparates tend to be made entirely out of wood, and to be very old, but they can last decades in good shape, so the store takes pride on the fact that the second hand items sold are useful and in very good condition.
The store?s look and feeling is inspired by the environment of low income family households, with an influence from Venezuelan artists such as Cruz-Diez, Alejandro Otero and Jesus Soto, with the use of colors, geometric shapes such as stripes, and overlapping.
Packaging always points back to impact. Every bag or box reminds the buyer their purchase funds essentials for hundreds of people. A small buildable brochure tucks inside to share more about the store and the organization behind it.