Downtown capitals are undergoing major movements, with iconic chain store closures due to the pandemic, relocations, but also new openings. This is the case of Bershka, a firm that opens a store on the iconic Preciados street in Madrid.
The new Bershka store arises from the union of the Preciados 13 building and part of the building for hotel use on Maestro Victoria Street No. 5. The building on Preciados Street is completely restored both in its structure and its facade.
The interior architecture of Bershka Preciados
All the elements that make up this store have been designed exclusively for this new point of sale. The union between both buildings does not occur at the same level, a detail that serves as inspiration for generate a vertical glazed communication space in which there is a light staircase with flying steps supported by vertical glass walls and two fully glazed panoramic elevators.
In fact, verticality is very present in the project through the crystal communications core, repeating itself in the courtyard of the Preciados building that crosses the building up to the 5th floor, housing a sculptural object that enhances this verticality. The envelope of this patio in the sales floors generates a contrast between the rectilinear geometry of the patio and the curves of the glazing, evidencing the use of opposite languages and recovering space, thus acquiring greater volume.
The floor, walls and ceiling have been worked with the same natural material that shows the architecture of the store. This new texture produces a sensation of warmth, uniformity and novelty throughout the container.
In contrast to this earthy material, the clothing is placed on a colder industrial material, steel, which, like a neutral and uniform sheet, forms the perimeter of exposure of the product. The creation of a neutral space where clothes and their colors are the protagonists It is one of the most remarkable parts of the new store.
In the new store, spaces such as the cashier area or the fitting rooms stand out. In the checkout area, there is a large metal corner with mirrored ends that enhance the feeling of infinity. The counter is installed on a steel floor.
Connected with the ground floor on its lower level and designed as an organic helical shape, the changing rooms are located, these protrude from the walls, evidencing their position and generating a new experience for the client when they discover it and enter it. Completing this floor and as a perspective background of this store level is the Click & Collect. A space that tries to show its more functional character, but with touches of sophistication between lights and galvanized steel.
Furniture
The store’s furniture plays with the combination of two materials, one warm and the other cold, approaching the concept of the store. Lacquered iron tube structures for hanging clothes and stone-looking bases as the base of the furniture achieve maximum transparency and neutrality against the product.
A series of installations supported by LED screens, accompany the product furniture creating a shopping experience appropriate to each of the corners of the various collections.
With regard to the artistic part, in this new store we distinguish two works created with the collaboration of Jdemsky and that are integrated into the interior of the store. The Phase Sn-x sculpture appeals to those most primitive metallic structures of unknown origin, coming from the fictional and even extraterrestrial world.
Despite its size, solidity and aesthetic robustness, this is a work of great dynamism, especially due to the effects and reflections that all its materials emit depending on their position and light exposure during the day. The chromaticism and vividness of the sculpture is provided especially by the holographic effect of its inner and deepest part.
On the other hand, the HYPRSPC changing rooms are a space that seeks to teleport the visitor to an environment totally isolated from the shopping experience, where from a design based on the simplicity of elements and totally static, it seeks to convey a perception of dynamism and hyperspace.
More information | Bershka
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