In this new space, contemporaneity and premium brands are positioned as a key point, taking retail tradition to the next level. This has created a changing space capable of accommodating a versatile set of brands and endowing them with the characteristic essence of WOW; brands that come to complement the offer of the area: many did not exist as such or if they did, they are presented here in a different way. They are distributed among the seven floors offering the consumer a unique shopping experience never seen before in Madrid.
Floor 0 welcomes a selection of brands that are benchmarks in the fashion industry, attractive to the consumer and representative. They are displayed throughout an open-plan space and are surrounded by a bright and changing atmosphere. Down an imposing staircase you descend to a floor dedicated to women’s footwear. Here you will find premium brands that combine the savoir faire of the shoe industry with the latest brands. Floor 1 is destined to become a ‘sneaker destination’ with a wide range of trainers and street fashion.
Floors 2 and 3 are dedicated to women’s fashion. On floor 2 you will find the most premium fashion and on floor 3 the most contemporary, young and trendy. On the other hand, floor 4 is dedicated to the most urban and contemporary men’s brands. Finally, on floor 5 you will find Home, Tech and Sportswear brands. The beauty category will have its own space on each of the floors, with the brands distributed according to their typology and DNA.
The strategy behind the project focuses on maximising commercial performance, boosting the number of interactions and generating a much more accessible and intuitive shopping experience. The result is a 7-storey building standing in the heart of Madrid’s golden mile and featuring exclusive pieces of furniture worked halfway between architecture and interior design. This architectural and design project has been carried out by the architecture studio CULDESAC.
C. de Serrano, 52
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