The brand has strengthened its presence in Latin America with the reopening of its store in Lima’s Jockey Plaza shopping centre, one of Peru’s most important retail complexes.
The space introduces, for the first time in the region, the architectural concept launched in its Shanghai flagship store in 2024, a design that combines the brand’s creative DNA with direct references to the work of Antoni Gaudí and the organic forms of the Mediterranean.
The 360sq m store, dedicated to the Woman and Accessories lines, embraces an immersive aesthetic designed to connect emotionally with visitors. The interior, characterised by fluid curves, luminous textures and an atmosphere inspired by Catalan Modernism, visually translates Desigual’s joyful and bold identity. This new format is part of the brand’s global evolution toward a more sophisticated positioning within the premium segment.
The renovation of the Lima store is integrated into a broader strategy of accelerated expansion in strategic markets. Latin America has emerged as one of the company’s fastest-growing regions, which is simultaneously moving forward with openings in key locations such as Shanghai, Mallorca Airport and the Xintiandi district in China.
With this new space, Desigual reaffirms its commitment to immersive and visually impactful shopping experiences, fundamental to its global repositioning plan. The brand seeks to connect with a younger and more demanding consumer, thus consolidating its presence in Latin America and projecting a period of sustained international growth.
