Zara Serrano Unveils ‘Apartamento’: Inditex’s New Retail Experience in Madrid

Zara unveils its most premium face in Madrid. Inditex’s flagship chain has reopened this Friday its store at number 23 Serrano Street, after a comprehensive remodeling that turns the space into a showcase for its latest innovations. With nearly 2,400 square meters of floor space distributed over five floors, the store combines fashion and experiences, incorporating for the first time in the capital the high-end concept of the Apartment.

Located on the fourth floor, the premium format occupies 400 square meters and is conceived as a tour through the rooms of a house. The space integrates selected products from Zara itself and the Zara Home home brand, including limited editions, collection previews, vintage pieces and exclusive launches. The proposal is completed with a café, following the growing trend of experiential stores.

The redesign of the building has been conceived by Elsa Urquijo Arquitectos, a regular collaborator in the design projects of the group headed by Amancio Ortega, and pays tribute to Castilian architecture through noble materials such as brick, reclaimed wood, iron, ceramics and clay. These are combined with natural fabrics and contemporary finishes, generating a dialogue between tradition and modernity. The store’s route runs from a monumental first floor to warmer and brighter environments on the upper floors.

Among the highlights are the areas dedicated to shoes and handbags, as well as the floor aimed at the younger public, which features a dynamic design with modular furniture and a palette of beiges, tans and grays. The carefully designed lighting enhances each section and seeks to convey a more intimate shopping experience in a large-scale space.

Zara has an area of 2,400 square meters in its new Serrano store.

In addition, the store integrates advanced technology to offer a seamless, omnichannel experience. Services include an automated silo-type system with capacity for 1,560 packages, four assisted checkout areas, automated return stations and points for online returns. Customers can also check stock in real time and pick up orders placed on the brand’s website or app.

The store also incorporates a cardboard collection point, a container for used clothing and a repair service, which is complemented by the Zara Pre-owned circular platform.

With the reopening of Serrano, Zara adds the third Apartamento to its network, after the concept installed in A Coruña and in the Zara Home store on Rue du Bac in Paris. The new boutique aims to reinforce the brand’s strategy to raise its image and collections positioning, as well as to expand its commitment to strategic and large-format locations.

Inditex, which increased its turnover by only 1.5% in the first quarter to 8,274 million euros, will present its half-year results on September 10.