year


2023

services


Concept, Comprehensive retail design, Definition and technical development (site and furniture), Environmental graphics, Quality control of prototypes, Site supervision,

industry


Large stores,

location


Madrid,

milestones


2023

Wow Concept Serrano 52

DESIGN AGITATION AND COMMERCIAL ACCELERATION

After the opening of its first store in Gran Vía, WOW Concept sought to renew its business strategy with the launch of a second flagship store in Serrano 52. Through the comprehensive design of this new 7-story space, CULDESAC develops a high-impact exhibition proposal focused on maximising commercial performance, enhancing the number of interactions and generating a more accessible and intuitive purchase.

➀ PREMIUM BRANDS, CONTEMPORARY AND PROVOCATION 

By balancing agitation and commercial capacity and applying order and hierarchy, but also singularity and provocation, the design proposes a journey towards constant exhibition impacts. Pieces of furniture worked at an architecture scale and capsules with enveloping sensations condensing specific messages offer a new imaginary placing the user at the centre of this new retail universe and elevating the brand into a new dimension.

➁ THE “WOW BUSINESS” of CULDESAC

The space combines luxury with the functionality and WOW Concept´s commercial demands to deliver a comprehensive transformation boosting sales while enhancing the way products are exhibited, the circulation, the space´s communication capabilities, as well as the storage and internal logistic capacity.

The spatial hierarchy, the order of the routes, the segmentation of information, the architecture of the space and communication play a fundamental role in the commercial mindset of whoever enters the space.

➂ LARGE ARCHITECTURAL PIECES INTEGRATED INTO THE SPACE

CULDESAC and WOW Concept shared vision intermingle in this space offering pieces of furniture worked on a scale between architecture and interior design, with geometries and extrusions creating a whole new universe of alternative spaces and enveloping sensations. 

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.

➃ 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.

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