This past Friday, September 3, the fashion chain Bershka, one of the young-fashion brands of the Spanish Inditex Group, undertook the inauguration of what is nothing but its new flagship in full heart of Madrid. An establishment that has already distinguished itself from the very moment of its opening as one of the most relevant of the brand globally, and which is located at number 13 of the central Calle Preciados. A road that runs between Plaza del Callao and the iconic Puerta del Sol, being one of the main commercial arteries of the capital of Spain, thanks to its value as a meeting point for prominent chains and groups, both national and international.

This new flagship, in which Bershka has started to display its new brand image, has a sales area of ​​2,713 square meters, which have been organized around the total of 4 floors available to the establishment. A space from which it has already gone on to offer the latest news from its collections for boys and girls, and in which the brand's fans will also be able to enjoy the latest news and services that the chain has developed as part of an experience next-generation shopping cart, the result, among other things, of its complete integration with the shopping experience of its digital peer.

“This new flagship”, Bershka itself explained to us through a statement, “offers a completely integrated experience with Bershka.com”, thanks to having “the Integrated Stock Management System (SINT)”, which allows the chain to optimize access to its stock, and to services "such as the electronic ticket" or the "Click&Collect" purchase method. Likewise, the establishment stands out for having "the latest advances in eco-efficiency", and for presenting all the novelties of "the new image of the brand, inspired by images of nature".

An interior with an earthy appearance and warm sensations

As Bershka goes into detail, as part of this new brand image that the establishment has come to have, the interior of this new flagship is characterized by prioritizing the visibility of the different collections of the brand. An end that is achieved through the ideation of the space as a uniform whole, inside which the different display elements have been arranged, so that its "staging" resembles that of "attractive interior shop windows", detailed from the brand.

To achieve this differentiation between the whole and the parts, as a basis for the construction of that interior atmosphere, the chain has opted to use the same and unique material, with an earthy appearance and warm tones, which has been in charge of extend throughout the floor, walls and even the ceiling of the establishment, generating as a consequence a deep sensation of warmth and uniformity. As a contrast, the different garments and accessories from the chain's collections are arranged on displays, mainly metallic in appearance and made of steel, organized as small islands or boats stranded on the "empty" of that neutral space of matter. earthy.

With a collaboration in terms of interior design with the visual artist J. Demsky

Among the elements to highlight in the space, we find, on the one hand, some cashier and fitting room areas that have been designed with some singular characteristics, and another with some unique elements of furniture, among which are some led screens and some display tables, in the form of islands and metal beams, which manage to give the space a great attraction and dynamism. Pieces and areas all of them that finally end up united, in addition to that clear spatial homogeneity, by the large glass communication body that, like a true backbone, runs through the different floors of the establishment with its emptiness. A verticality that is seen in the same way enhanced both by the emptiness of the patio that the establishment has, covered by a glass envelope of organic shapes, and by the sculptural object that has come to be placed inside.

In this way, the checkout areas are arranged as a large space with a futuristic appearance and metallic finishes, denoting a functionality that is the same that we will find reflected in the design of the area of ​​the store for the “Click& Collect”. While in the furniture we play with that combination of warm/cold materials that dominate the environment, without renouncing the use of some mirrors and LED screens that we will see arranged throughout the store. Thus ending with a fitting room area with an avant-garde design, the result of this collaboration with the visual artist J. Demsky. Responsible both for signing the "multidimensional" space of the "Hyprsps" changing rooms, and for the large sculpture "Phase SN-X" that has come to be arranged inside that patio that crosses all the five floors of the that the building has, undoubtedly raising the quality of the environment of this flagship store.

In this sense, the "Hyprsps changing rooms are a space that seeks to teleport the visitor to an environment totally isolated from the shopping experience", from which, "from a design based on the simplicity of elements and totally static”, it seeks to “transmit a perception of dynamism and hyperspace”. While as for this great sculpture, "despite its size, solidity and aesthetic robustness", it is "a work of great dynamism, especially due to the effects and reflections that all its materials emit depending on their position and exposure. light during the day. "The chromaticism and vividness of the sculpture is provided especially by the holographic effect of its innermost and deepest part", Bershka points out, in relation to a work with which the artist "appeals to those most primitive metallic structures of unknown origin, coming from the fictitious world and even extraterrestrial”.

“Bershka Preciados is a unique store” in which “all the elements that make it up have been designed exclusively for this new point of sale”, achieving “a spectacular visual result”, they do not hesitate to emphasize from the firm Fashion. "The creation of a neutral space where clothes and their colors are the protagonists is one of the most noteworthy parts of the new store", they highlight, while "as the common thread, the new image of Bershka", which acts as the authentic element The backbone of this new space, "is inspired by images of nature, reinforced with small islands, strategically arranged in the space that, with the decorative help of trunks, clothes and mirrors", end up becoming "very attractive interior shop windows". .