Tomorrow, Friday, September 15, marks a significant milestone in Bershka’s 25th anniversary with the reopening of its flagship store in Milan, located in Corso Vittorio Emmanuelle. This event not only celebrates a quarter of a century of innovative fashion, but also the introduction of a pioneering store concept, thanks to the renowned architectural firm OMA, founded by Rem Koolhaas, the mastermind behind iconic projects such as the Fondazione Prada.
The Bershka Flagship in Milan is the first to embody the visionary store concept of modern times. Here, the physical and the digital come together in a perfect symbiosis for post-pandemic times. Ellen van Loon and Giulio Margheri, world-renowned architects at OMA, have led the design and renovation of this iconic store. “When Bershka contacted us, what they needed was to adapt the design to post-pandemic times. Despite online shopping there is still a desire for physical shopping. For that we need more tools that make shopping easier and where you can also socialize,” says Ellen.
What is most impressive about this reinvention is the merging of the physical and online shopping experiences. Ellen and Giulio wanted to merge two distinct shopping rhythms in one space. “We wanted to be sure that the store was practical, fluid and well-paced, as well as ensuring that for whoever wants to have a good time with friends, it’s not just a simple purchase.” In this way, they have set up different spaces with different “speeds” in mind. From slow and involved to fast and autonomous, which allows adjusting the flow and levels of interaction within the same space. We can find from digital fitting rooms with augmented reality to a fully automated click & collect, without the need for customer service staff.
In the group fitting rooms, customers can try on garments as a group in four different areas. It is an interactive environment, focused on sharing the shopping experience on social networks. The fitting rooms are equipped with a garment recognition system using RFID technology. Thus, other sizes or styles can be requested by simply clicking on the touch screen. They can also explore different outfit inspirations and change the mood and music of the space at the touch of a button. To achieve this powerful technological innovation, Bershka has worked with DRESSX, one of the leading companies in the world of digital fashion.
On the occasion of the anniversary celebration and the opening of this brand new store, Bershka also presents “Generation Bershka”. This limited edition capsule collection captures the most relevant trends of today. From the Gorpcore influence with its play of volumes, mix of fabrics, asymmetries and details such as multiple pockets, to metallic effects, baggy silhouettes and worn-out effect. “Generation Bershka” promises to offer fashion lovers an avant-garde and exclusive experience.
The new store created with OMA studio and the launch of “Generation Bershka” mark an exciting moment in the brand’s evolution. Bershka once again demonstrates its ability to fuse creativity, technology and style into a shopping experience that goes beyond the conventional.
The reopening of the flagship store in Milan tomorrow, September 15, 2023 promises to be an exciting chapter in fashion history and a precedent in the retail world.
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