Everything in New York always seems bigger than in real life – even the definition of a pop-up store…
An 8180sqft Bershka SoHo pop-up which opened its doors this week at 580 Broadway covers two stories of a previously empty retail space. The store is intended to boost the Inditex brand’s image in the US, where it launched an e-commerce platform six months ago.
Bershka chose the heart of SoHo, one of the world’s most emblematic fashion districts, as the location, where it will trade until the end of the year, displaying all of Bershka’s FW17 collections – Bershka, Bsk and Man, as well as the sports lines, Start Moving, for young men and women.
Features of the store include leading initiatives to be as eco-efficient as possible, guided by the Leed sustainable building criteria. Additionally, within the store, the Bershka Stage store image has guided all of the furniture and decoration designs. The layout has been similarly adapted for the store space specifically and with the US consumer in mind, offering the trendiest current looks, complete with accessories and footwear.
Bershka Stage is the latest store design concept being rolled out internationally.
“Inspired by the world of music concerts and what goes on behind the scenes, the Stage aesthetic epitomises Bershka’s DNA: music, fashion and youth,” the company said. “The result is an interior design that is industrial yet airy, with open ceilings that reveal the establishments’ skeletons. The structure is framed by truss scaffolding that runs around its entire perimeter and is used to hang the lighting, speakers and some of the screens that make up the whole look..
“The Stage concept facilitates the shopping experience by means of more user-friendly and versatile furniture and fittings, making it easier to get around the store and providing a better way of displaying the brand’s garments and, by extension, each season’s new looks.”
Bershka has 1098 stores in 75 markets across Europe, the Americas and Asia. The brand is forging ahead with an international expansion strategy that has been marked by high-profile openings in recent years in markets such as China, Japan, Taiwan and South Korea, along with flagship store openings on some of the world’s most important shopping streets, including Oxford Street, London, Via Vittorio Emanuele, Milan, Nanjing East, Shanghai, Gran Vía, Madrid, Rue Rivoli, Paris, and Shibuya, Tokyo.
