Zara reopens its emblematic global flagship store on corso Vittorio Emanuele in Milan

  • Pablo Isla has described the location as “a unique store” and “a model for the online and in-store integration concept” thanks to its exceptional design, cutting-edge technology and commitment to the environment.
  • The 3,500-square-metre store has recaptured the 1941 building’s original essence with its exclusive architecture, incorporating the latest customer-oriented technology.

Zara reopens the doors of its emblematic store on Corso Vittorio Emanuele in Milan, the first the brand opened in Italy. It is one of the most representative global flagship stores which is back with an exclusive look following a bold four-month long renovation.

President Pablo Isla stressed the importance of the opening. “It is a unique store,” said Isla, “as it presents an exceptional architectural design within a singular framework, while incorporating the latest technology for both satisfying new customer shopping experiences as well as strengthening our firm commitment to the environment. It is undoubtedly a model for our characteristic online and in-store integration concept.”

TECHNOLOGICAL INTEGRATION

The store, over 3,500 square metres, houses women’s (Woman, Basic and TRF) and children’s collections on its four floors, with a new online section for purchasing and collecting online orders. The Men’s section has its own independent 800-square-metre space housed in the adjoining building, which was completely renovated in 2017.

The new online section seeks to offer a comfortable and pleasant integrated shopping experience. Customers can access a selection of the brand’s latest styles and make purchases from the zara.com website.

In addition, the store has an Automated Collection Point, a smart distributor that allows customers to collect orders whenever they want by entering the QR code or the PIN they received by mail when confirming the order. In a matter of seconds, the Automated Collection Point, capable of managing 900 packages simultaneously, can locate the selected order and deliver it to the customer seamlessly.

The store also incorporates interactive mirrors equipped with RFID capable of identifying garments that interest customers, allowing them to visualise a range of outfits and accessories selected by the brand’s specialised team of stylists and designers.

All of this is complemented by continuously updated information on the latest collections through the store’s screens, with two types in particular standing out: a nine-metre high curved screen on the ground and first floors, and another 21-metre screen running through the store’s floors beside the escalators.

THE ARCHITECTURAL PROJECT

For this unique store, Zara carried out a project led by the architect Elsa Urquijo, evoking the spirit of the cinema that occupied the building between 1941 and 1999, and integrating the most modern solutions adapted to a 21st century store. The essence of the classic building has been preserved, while also introducing architectural innovations, combined with the latest customer service technology.

The basis of the entire architectural concept is the entrance atrium, where you can see some of the most prominent elements of this iconic Milanese building, such as the double horseshoe staircase, the mosaic on the walls and the inspiring central chandelier made of Murano glass.

As for the store’s furnishings, original solid platforms have been designed in earth tones, moulded to adapt to the architectural forms of the building. This allows the collections to be grouped in four or five independent areas on each floor, facilitating customers’ direct contact with the clothes.

Careful attention to detail also extends to the choice of materials. The walls are covered with stucco in ochre tones, which match with the furniture. These tones encapsulate the characteristic palette of the cinema’s original cobblestone, made with Breccia Aurora and Rosso Verona marble.

ECO-EFFICIENT

The store also stays true to the Group’s environmental commitments and incorporates all of the elements of sustainability found in Inditex’s eco-efficient stores. These stores save 20% of energy, and the subsequent reduction of emissions, and consume 40% less water compared to a standard store.

The measures adopted in the renovation are reflected, for example, in better LED lighting for greater energy savings, in the efficiency of heating and cooling systems and in the commitment to reuse materials and manage waste in a highly-responsible way.