Inside Zara’s new luxury-leaning flagship in Barcelona

Zara is taking a confident step into the realm of luxury with the opening of a new flagship at 584 Avenida Diagonal in Barcelona. The space has been conceived to compete directly with the premium brands that dominate the city’s uptown district. This project reshapes the brand’s aesthetic identity and has been designed by Belgian architect and designer Vincent Van Duysen, a regular collaborator since 2022.

The opening marks a key moment in Zara’s repositioning strategy under Marta Ortega. In this new phase, the company aims to strengthen its design narrative and reinforce its presence in strategic locations. Barcelona — home to the headquarters of five Inditex chains — has become a pivotal city both commercially and corporately.

A space that feels like a gallery

The store spans around 1,000 square metres across two floors, moving away from the codes of mass retail. The entrance works as a foyer designed to avoid visual overload. From this point onwards, the interior seeks to convey calm, sophistication and a sense of “home”.

The colour palette brings together natural woods, brushed metal, soft stone and matte finishes. Rugs, sofas, display cabinets and bookshelf-style units create an atmosphere closer to that of a curated domestic gallery than a conventional store. Van Duysen explains that his intention is for visitors to “discover different environments”, as if moving through the rooms of a house.

Fashion and home décor in a single journey

For the first time in Barcelona, Zara brings together its women’s and men’s collections with its premium home décor range in one single space. Until now, this combination had only appeared in the brand’s “Apartamento” concept in Madrid, A Coruña and Paris. Even so, this flagship does not replicate any previous model; it has been created specifically for this location, making it a unique store within the group.

Technology and a seamless experience

The experience is enhanced by integrated technology. On the upper floor, a screen displays real-time fitting-room availability. Each cabin’s lights switch on automatically as the customer enters. When leaving, the layout naturally directs visitors towards the payment area. This floor also houses a dedicated space for online and in-store returns, as well as a collection drop-box.

Barcelona at the centre of Zara’s repositioning

The new store sits among other premium brands such as Mango He, Mango Home, Bimba y Lola, Massimo Dutti and Oysho, reinforcing Barcelona’s role as a strategic showcase for Inditex. It’s no surprise that Marta Ortega and Carlos Torretta attended the opening, underlining the project’s importance.

According to the latest results published, Inditex closed the first six months of 2025 with a 1.6% increase in sales and a 0.8% rise in net profit, maintaining the moderate trend of the year’s first quarter. For Zara — which includes Zara Home and Lefties — revenue reached €13.15 billion, up 0.89%, representing the slowest growth within the group. Even so, these brands together accounted for 71.63% of total revenue, confirming their central role in the company.

With this new opening, Zara now has eleven stores in Barcelona, though none match the aesthetic ambition and conceptual depth of the new Diagonal space.

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