Fashion retailer Bershka has opened a new store in the Trafford shopping centre in Manchester.
Spanning 1,200 m², the flagship store has its space organised into three independent sections; its Bershka, BSK, and Man collections.
The store concept aims to integrate the building’s interior with a store prototype already used in other locations.
The concept is based on a sequence of product display modules, designed to organise clothing collections while changing materials depending on the section.
Each store section has its own entrance, and materials used on the perimeter furniture to visually define each area.
A chromatic and material study has been carried out, prioritising a grey colour palette to ensure a neutral space that highlights the vibrancy of the retailer’s clothes
Additionally, its customer service areas, fitting rooms, and checkout furniture have been studied due to their importance within the store.
The checkout zones, which have been designed as sculptural wooden pieces, include traditional and self-checkout counters.
The store’s lighting, which has been specifically designed for the flagship, comprises small rectangular LED spotlights with warm and comfortable lighting.
Custom sound panels have also been installed in the central areas of each section.
The store’s facade design features textured stone, which Bershka says gives the site an “impactful and elegant” appearance.
The project prioritised the use of sustainable materials, lighting, systems, and construction resources.
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As part of the Bershka music project, the brand has teamed up with radio platform NTS as a curator, focusing on emerging global artists.
The music company is set to curate sessions and playlists to be played in the retailer’s points of sale, and will create and develop musical experiences in its spaces.
NTS live streamed the reopening of the shop on its online platform and broadcast it via an ephemeral radio station created especially for the opening.
Furthermore, Bershka has created AR mirrors, a new augmented reality experience for its customers.
The retail project comprises two mirrors with AR technology, allowing shoppers to try on products through different filters created exclusively by the brand.
By scanning the QR on the AR mirrors, customers can access the brand’s digital fitting room on its app, where they can use these or other filters and share the content on social media.
The AR mirrors are available exclusively at Bershka Trafford for a limited time, and were created in collaboration with FFFACE.ME and Snapchat.
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