Inditex endows its flagship brand with a new strategic store in Paris. Described by brand managers as the “most innovative store in France”, the flagship store located at 74 avenue des Champs-Élysées represents one of the most important openings for the Galician group this year, barely a year before the Olympic Games are held in the capital. Located in the space previously occupied by the Galerie du Claridge, Zara ‘s long-awaited flagship store opens its doors on Friday, April 21.
With Fnac on the lower floor but also the American brand Levi’s, the watchmaker Tissot and the beauty giant Sephora as neighbours, Zara is consolidating the presence of the Inditex group on the prestigious commercial artery, where the company already operates two other stores: that of its high-end brand Massimo Dutti , located at number 116, and a Zara store located a few meters from the new flagship. Housed at number 92, the smaller, three-level store will continue to operate and, unlike the newly fitted out space, will sell children’s collections.
If the men’s and women’s collections will be similar, the presentation of the collections will be different, adapting to the concept of each store. And the concept of the new store is undoubtedly a coup in the image strategy of the brand, which is becoming more and more careful.
Thanks to an area of 2,700 square meters spread over a single level in length, which is unusual for Zara stores, the flagship store reinterprets the original concept of the galleries and offers a store designed, by its own team of in-house architects, as a “promenade” through different sophisticated atmospheres. The shops that made up the old galleries have been erased and the Zara team has completely reviewed the occupation of the volumes.
A spacious entrance with a decor but also digital mannequins welcomes customers and opens the way to a vast space dedicated to women’s collections. First, the premium SRPLS capsule is highlighted, then Zara declines several offers, from the spring selection to a denim proposal. The use of different noble materials and contrasting colors in the decoration makes it possible to delimit the spaces dedicated to the different lines, as well as to offer subtle transitions through the collections on sale. All of this leads easily to a masculine section of 560 square meters where the walls are in black and gray marble.
