DATE


29.11.2023

READING TIME


5”

KEYWORDS


Wow Concept, retail, Madrid, opening, retail, fashion

DESIGN AGITATION AND COMMERCIAL ACCELERATION

With a renewed business strategy, the second WOW Concept store opens its doors in Madrid´s most iconic commercial street, on Serrano 52. Through the use of order and hierarchy, but also singularity and provocation, the comprehensive design by CULDESAC invites a journey towards constant impacts materialised in a resounding exhibition approach. On each of the 7 floors, architectural-scale pieces of furniture and capsules display a new imagery with specific messages and experiences that places the user at the centre of this new retail universe.

THE “WOW BUSINESS” OF CULDESAC

CULDESAC´S 20 years of expertise are condensed in this new industry ́s milestone by crafting an impressive commercial space meant to boost sales and become the epicentre of retail trends in Madrid.

Combining luxury with the client’s functional and commercial needs, the new “Customer Focus’ vision transforms the space at different levels; enhancing the spatial hierarchy, the circulation and information segmentation, the architectural and communication capabilities, but also the storage and internal logistics possibilities.

“THE CULTURE OF IMPACT HAS BEEN OUTLINED FOR COMMERCIAL PURPOSES. THE HIERARCHY OF THE FURNITURE PIECES THAT MAKE UP THE SPACE HELPS TO ORGANISE THE INFORMATION AND THE PRODUCTS, SO THAT THE STORE IS, IN THE END, A SUM OF TOOLS ALLOWING THE WOW CONCEPT TEAM TO COMMUNICATE MESSAGES IN AN ORDERLY AND MEMORABLE WAY”.

–Borja Berna, Creative Director at CULDESAC 

A DYNAMIC AND EVOLVING SPACE

CULDESAC not only redefined the business model, but also its scalability and adaptability to future contexts. The design conceives the store as a configurable system addressing different needs, from events and product launches to leisure activities.

The end result is a dynamic experience inviting customers to connect with luxury in different ways, with furniture and capsules with distinctive identities displaying products and encouraging different interactions. From the basement to the fifth floor, singularity, completeness and spontaneity mark the journey towards a more intuitive way of purchasing.

LARGE ARCHITECTURAL PIECES INTEGRATED IN THE SPACE

CULDESAC and WOW Concept shared vision intermingle in this space offering large-scale design pieces, with a language closer to architecture rather than interior design. Geometries, extrusions, pieces creating alternative spaces and enveloping sensations are some of the expressions that make up the universe of the new store.

“WE DID NOT INTEND TO DESIGN A STORE, BUT RATHER A SET OF TOOLS ENHANCING THE WAY PRODUCTS AND BRANDS ARE DISPLAYED WHILE GENERATING GREATER POINTS OF COMMUNICATION AND INTERACTION WITH THE CUSTOMERS. THE SUM OF ALL THESE TOOLS MAKE UP THE NEW IDENTITY OF THE STORE”.

–Borja Berna, Creative Director at CULDESAC 

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