Courtesy of Bershka and OMA

Amidst the tide of challenges faced by the fashion industry under pandemic restrictions, OMA’s laboratory of ideas (AMO) took on the complex task of rethinking Bershka’s retail strategy. The first contact took place with the Bershka Flagship Milano, which occupies the first three floors of a former cinema in Galleria Vittorio Emanuele II. Now, in Galicia, Bershka Marineda is articulated in a different way, proposing a new ‘shop-in-shop’ prototype.

With close to 1,500 square meters inside the largest shopping mall in the region, and unlike the Italian case, the store integrates all its resdesigned services on a single floor. In contrast to the totally transparent storefronts typical of indoor shopping centers, here a facade in opaque stainless steel evokes the department stores that are entered from the street, while the large openings reveal what is going inside the store and display the highlights of the collection.