Are mass fashion brands raising their profile through retail design? Well, Bershka certainly has. We’re talking the retailer’s brand new flagship store in downtown Valencia. Owned by the influential Inditex fashion conglomerate, Bershka‘s retail space occupies no less than 1,385 sqm. (14,908 sq.ft.) spread across two levels of a residential 1940s structure in the downtown Eixample neighbourhood. The interior design is a collaborative effort by Bershka‘s in-house design team and local creative studio Culdesac, and which aims to resonate with the brand’s young target demographic by blurring the line between Bershka‘s digital domain with store’s premises. Yes, here’s where nifty technology and new services come in.

Upon entering the store, shoppers are funnelled into a corridor featuring the brand’s latest collections in a setting which pairs sleek new interventions with a retained backdrop of classic moulded wall panels. While the majority of display units line the walls, the core is fairly uncluttered and voluminous, allowing bold volumes to take centre stage, such as the all-pink cashier’s desk which reaches upwards, all the way to the mezzanine level. Mind you, the store has been designed with versatility in mind, allowing different configurations when required. Also, in line with the sustainability standards of the design practice, the interior uses eco-friendly materials and energy-efficient solutions.

The Bershka store’s innovations include a separate unit with booths for faster self-checkouts using bank cards. Additionally, there’s a digital fitting room where to try out garments and share on social media through QR codes which can be found across the store, and temporarily, an immersive art installation can be found where shoppers can create digital content to share on social media. Lighting is another striking element of the design. In the store’s perimeter, lighting is embedded in a metal ceiling grid which ties in with the suspended larger frames in the loftier sections of the premises. The new Bershka flagship store carries the full range of men’s and women’s apparel, accessories, bags and shoes. © superfuture