Women’secret is pursuing a new store concept, the “IT SHOP”. With the creation of this new space, women’secret aims to be a hot spot for the most cutting edge interior design trends, offering its customers a completely different, intimate shopping experience. The new “IT SHOP” space and furnishing, designed by the women’secret interior design and visual merchandising team, have been planned and developed with the aim of making the product the key player.
The new “IT SHOP” will give greater visibility to each season’s collections, by introducing new elements that add character to the space:
A façade with a characteristic colour palette and a mix of materials that make it extremely feminine and identifiable.
The furnishing and space give off an industrial, eclectic air, whilst maintaining a personal touch.
The use of feminine hues and the incorporation of elements from yesteryear mixed with modern touches (antique wagons, bicycles, etc…).
The space is extremely flexible, and shaped with mobile panels that divide the sales floor to create the different presentation areas for each concept. These panels give the front display greater potency, to ensure that both the design and the details of each garment are given the best profile possible.
“The new concept creates a flexible space which provides shape and represents women’secret moments and worlds” explained Granada Moreno, Merchandising Director at women’secret. “We wanted to create a more personal and feminine setting, like a doll’s house for grown-up girls” she added.
The first store to be transformed into an “IT SHOP” was that of Calle Orense in Madrid. In the coming spring/summer season, women’secret will open further “IT SHOPS”: six in Spain, two in Portugal, two in Belgium and one in Luxembourg. And further into the future, during the autumn/winter season, there will be further openings in Spain, as well as in France and Hungary.
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