Fashion brand Mango is embarking on a teen-targeted label, with the first bricks-and-mortar space designed by Masquespacio in Barcelona.

Key features
After testing the Mango Teen concept with pop-up stores in Seville, Madrid and Barcelona, the retailer opted to create a permanent space in the latter city’s Westfield La Maquinista shopping centre. Use of bold colour being a defining characteristic of the temporary shops, Mango tapped Masquespacio to carry that vibrant identity out. The 100-sq-m store is decked in lime green and bright orange and catered to appeal the 11-to-13-year-old demographic. Masquespacio wanted to make the interior feel out of a metaverse-inspired dreamland, installing tunnel structures and archways constructed from perforated metal. Incoherent elements like a hotel reception desk (cash wrap), swimming pool (dressing rooms clad in reflective material) and washing machine (garment recycling station) encourage young shoppers to give new life to typical scenes with their imagination.

Frame’s take
Mango Teen’s launch comes as a result of the success of Mango’s kids label. The retailer anticipates opening 11 more locations of the teen offshoot in Spain by the end of the year. The idea is to frame the shops as inviting, interactive meeting places for younger consumers. But will they be used this way? Barcelona’s Mango Teen is indeed a fun-spirited, very photogenic space that goes much further in design concept and execution than the typical big-box shopping centre store. At the same time, consistently activating the younger demographic may require more features that prompt use, like a concentrated area for socialization with employees or friends, or digital features that add another layer of interest.