Paulo Mendes da Rocha, known for bold simplicity and an innovative use of concrete and steel, designed the Forma Store in São Paulo. The showcase window is elevated and spans the entire length of the building. Thus, the window becomes billboard, easily seen by passing traffic. Inside the store, equipment and support services are placed at each end of opposing concrete walls. The center area is open for product displays. The Forma store is elevated with 900 square yards of parking space located below. The main entrance is reached via a retractable staircase.