Zara has reopened its flagship store on Calle Serrano after a full renovation led by the Elsa Urquijo studio, which incorporates the new experiential space “El Apartamento”. The store spans five floors and 2,400 square metres. It introduces new display areas, omnichannel technology, and circularity services such as garment repair and clothing collection.
The refurbishment presents a contemporary reinterpretation of Castilian architecture. Materials such as exposed brick, reclaimed wood, iron and ceramics have been used. The layout transitions from darker tones on the lower floors to brighter environments on the upper levels. This is enhanced by an LED lighting system connected to Inditex’s energy efficiency platform.
The main novelty is “El Apartamento”. This 400-square-metre space occupies the fourth floor. It offers a curated selection of Zara and Zara Home pieces, with limited editions and collection previews renewed on a weekly basis. It also includes a café in collaboration with a local partner.
With this reopening, Zara adds the third “Apartamento” globally at its Serrano store, joining those in A Coruña and Paris, and consolidating this experiential format within its flagship store strategy.
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