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Entwurf • Design OMA, NL-Rotterdam
Bauherr • Client Inditex
Standort • Location C. Vittorio Emanuele II, IT-Mailand
Nutzfläche • Floor space 2630 m 2
Fotos • Photos Marco Cappelletti
Mehr Infos auf Seite • More info on page 126

FLAGSHIP STORE

IN MILANO

To maintain their relevance against online competition,
brick-and-mortar retail stores are focusing on creating
shopping experiences and ensuring a seamless integra-
tion of digital elements. The Bershka store on Milan’s
Corso Vittorio Emanuele II exemplifies this trend, trans-
lating the omnichannel strategy into a thoughtful design
that provides the right space for every shopping need.

E llen van Loon, a partner at the Office for Metropolitan Architec-
ture (OMA), specialises in retail and has already designed iconic
projects such as the renovation of the KaDeWe department store in
Berlin. Now, she has designed the new flagship store in Milan for
Bershka, a fashion brand in the affordable price segment. Her con-
cept aims to establish the store as an omnichannel hub. The three-
storey shop is located not far from the Milan Cathedral in a historical
building that served as a cinema until the early 2000s. Today, the
interior design is characterised by a grey and beige colour scheme
with accents of vibrant colours and materials such as wood, metal
and recycled plastic. A differentiated spatial layout takes into account
3D-Grafik • 3D diagram different shopping behaviours: while some customers try on and
purchase items directly in the store, others prefer online shopping
and pick up their orders at the store. Some may try on the items in-
store and purchase them online later, while others visit the store to
return their online orders. The range of services is organised to cover
all needs. Dedicated counters are positioned centrally rather than
along the walls – such as the Click & Collect counter prominently desi-
gned in pink. Additionally, the store layout includes “places”, “bou-
levards” and small “alleys” to cater to different shopping speeds.
Spacious areas allow for quick circulation with a clear overview of
the product range on display and a “fast check-out”. In other areas
with a more private atmosphere, customers slow down naturally and
enjoy browsing. The changing rooms are also divided into “fast” and
“slow”. Conventionally lined up cubicles with separate entrances and
exits are designed for efficiency, while spacious lounges offer space
for several people to stay together. These lounges feature comfor-
table, sound-absorbing carpets, dimmable lighting and technology
for playing music – a perfect ambience for leisurely shopping. The
concept is designed to encourage people to share images on social
media while they shop thus the created shopping experience combi-
Konzeptdarstellung • Concept visualization nes fun with a marketing effect.

AIT 1/2.2025 • 085