The building where the space was located, was one of the most iconic building in one of the most known cities for having iconic buildings. So we couldn’t start from anywhere else. The X in the building architecture gave life to CHOIX.

CHOIX means choice in French. The x is the icon for a choosing. From this thought was born what was going to be the concept of that role space. A store and a gallery. A place where all the pieces would be hand chosen from the best to be there. A curatorship store, with more than products, with selected choices.

Choix and the x was more than just a design, it turned to be the soul of that place, and everything around it. Also Choix was elected the best concept store in Sao Paulo (Época SP magazine) and one of the coolest stores in Brazil (Monocle Magazine).