a “domestic landscape” designed by Belgian architect Vincent Van Duysen

The physical establishment lives a second life and is, more than ever, a carousel of experiences that enrich our purchases. In addition to becoming one of the best showcases for brands for an omnichannel consumer, who surfs between digital and offline without problems. Zara has taken note of this reality and takes great care of each of its openings. The last example is the new ‘flagship’which opened this Thursday on the legendary Avenida Diagonal in the Catalan capital and with which it aspires to turn the shopping experience into something memorable. The new establishment has been designed by the Belgian architect Vincent Van Duysen, who has planned the space as a “domestic landscape” where the Fashion and Lifestyle collections coexist harmoniously. The furniture inside the store, which can also be purchased, belongs to the collection ‘Zara Home + by Vincent Van Duysen’.

Evoking the warmth of home

The new store is organized as a kind of “domestic landscape” organized layers, where the different spaces or rooms are intended to evoke the warmth of an inhabited home. Specifically, each exhibition area acts as a room in the house. “with its own rhythm, material palette and identity.” Specifically, the central lounge acts as the living room of a home with a long shelf that runs along the wall and has a large independent sofa, very tempting for those who want to rest. In addition to being surrounded by open wood and metal stagnations, display cases and surfaces that have varied textures. Toddor seeks to generate familiarity and warmth. Also included in this scheme are the large windows on the façade that already offer a preview of the minimal atmosphere that is intended, and a preview of what can result from this combination of fashion and architecture.

This furniture that defines the interior of the flagship belongs to the collection Zara Home+ by Vincent Van Duysenconceived with the same timeless sensitivity as architecture. The carefully designed pieces not only complete the atmosphere of the store, but also are available to the customer, offering the possibility of bringing that spirit of calm and sophistication to your own home. A sensation that is also contributed to by soft lighting, natural materials and the “acoustic calm” that Zara wanted to capture to slow down time.

“A continuous and expansive dressing room”

The fitting room area takes on special relevance, Zara highlights, because it is conceived as “a continuous and expansive dressing room” generating a feeling of privacy with its doors and hallways, with the intention that trying on the clothes is a personal experience. “Zara Diagonal is a destination designed for presence. A place where exploring becomes discovery, and where each visit reveals something previously unnoticed: an unexpected texture, an unknown vignette…”, they explain from the main Inditex brand.