The new Bershka flagship store in Barcelona has been designed by the architecture and interior design studio Castel Estudio. The store is located in the heart of Paseo de Gracia, where a historic building once stood, which has been renovated to create a commercial space where contemporary architecture dialogues with the rich architecture characteristic of the buildings in Barcelona's Eixample.

The sequence of product display modules is integrated with the existing historic elements, standing out at first sight thanks to the lightness of the new elements with which they establish a dialogue. The entire space has been designed to surprise and enrich the shopping experience of visitors, while providing a comfortable and functional space for employees.

The project developed by Castel Estudio arranges the brand's different collections on three levels where visual continuity is maintained. Each floor offers a different experience to the visitor, avoiding monotony by seeking to maintain the customer's attention through slight changes in design and materials.

By using a few very neutral materials, the project ensures that the product offered is the protagonist of this new commercial space. Thanks to large openings in slabs, patios and skylights, the interior space receives natural light, while at the same time generating constant visual connections between the different levels.

Bershka Flagship Store Paseo de Gracia by Castel Estudio. Photograph courtesy of Bershka.

Project description by Castel Estudio

Castel Studio has designed every element of Bershka's new flagship store on Paseo de Gracia, Barcelona, to maximize the customer experience, creating a sensory journey that goes beyond simple shopping.

Customer Experience: A Sensory Journey
From the moment a customer steps through the door on Paseo de Gracia, they enter a space designed to capture and sustain their interest through a series of contrasts and environmental transformations. The ground floor offers a majestic and luminous entrance. Here, the generous height of the space, along with large windows and openings that allow natural light to flood in, creates a sense of spaciousness and freshness. This initial impact is designed to impress and excite, allowing visitors to immediately immerse themselves in the vibrant and modern essence of Bershka. As customers move to the upper floor, the atmosphere continues to evolve. Views of the street add a sense of openness and connection to the outside world, while the display modules subtly change in design and materiality, providing a visual continuity that keeps the customer's attention without being monotonous.

Tienda insignia Bershka Paseo de Gracia por CASTEL ESTUDIO. Fotografía por cortesía de Bershka.
Bershka Flagship Store Paseo de Gracia by Castel Estudio. Photograph courtesy of Bershka.

The P01 Floor: Modernity and Functionality
On the P01 floor, the design continues to surprise with a perfect balance of visual impact and functionality. This level not only offers stunning views of Paseo de Gracia but also features a striking bright blue furniture piece that acts as a captivating centerpiece. This contemporary design element is intended to effectively capture attention, creating a focal point that enriches the space without diverting attention from the clothing collections. The choice of bright blue introduces a vibrant contrast to the neutral surroundings, adding a modern and dynamic touch to the environment. However, its carefully considered design ensures that, despite its prominent presence, the furniture complements rather than overshadows the product. This approach allows the clothing and accessories to always remain the center of attention, while the furniture adds an aesthetic dimension that enhances the shopping experience, making the P01 floor an attractive and functional space.

The Basement Level: Intimacy and Exclusivity
Descending to the lower floor offers a completely different experience. This level is designed to be more intimate and inviting, deliberately contrasting with the openness and luminosity of the upper floors. In the basement, the sensation changes as the space becomes lower and the atmosphere darker and more cozy. The carefully designed lighting creates a warmer and more enveloping environment, ideal for exploring a wide range of accessories and enjoying a more relaxed shopping moment. The cash register elements, in the form of sculptural islands, not only serve a practical function but also act as visual points of interest in this space. The open layout allows customers to move comfortably, while the soft lighting and intimate atmosphere foster a pleasant and unhurried shopping experience.

Tienda insignia Bershka Paseo de Gracia por CASTEL ESTUDIO. Fotografía por cortesía de Bershka.
Bershka Flagship Store Paseo de Gracia by Castel Estudio. Photograph courtesy of Bershka.

Reflection on the Space for Staff: Comfort and View
We have not neglected the well-being of employees in this design. The back of house area has been carefully planned to provide a comfortable and functional work environment. Employees enjoy spacious and bright spaces, with stunning views of Paseo de Gracia. This design not only optimizes efficiency and comfort but also seeks to motivate and satisfy the team who, in turn, contribute to providing an exceptional experience for customers. The well-being of staff is fundamental, as it is key to better service and a more enjoyable shopping experience for visitors.

Conclusion
Every corner of this flagship store has been designed to enrich the customer experience, from the moment they enter the bright and expansive space on the ground floor, to their immersion in the intimate and cozy atmosphere of the basement. The transition between these environments not only guides the shopping experience but also reflects a deep consideration for the customer's sensations and emotions. Similarly, the care taken in designing the back of house area ensures that the Bershka team operates in an optimal environment, contributing to a smooth and pleasant shopping experience. Together, this project seeks to offer a comprehensive experience that fascinates, surprises, and satisfies every visitor, reflecting the dynamic and modern essence of the Bershka brand.

More information

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Architects
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CASTEL ESTUDIO. Lead architects.- Jordi Castel, Ignacio Sempere.

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Project team
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Candelaria Cáceres, Departamento Imagen Bershka.

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Client
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Bershka - Inditex.

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Builder
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GOA.

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Area
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1,700 sqm.

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Dates
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2024.

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Location
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Paseo de Gracia, Barcelona, Spain.

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Manufacturers
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KIMAK, Floss, Ilumisa, Suacara, Grupo Malasa.

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Photography
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Courtesy of Bershka.
Other participants.- Departamento Imagen Bershka, LightSound (Sonido y video), Javier Susaeta (iluminación).

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CASTEL ESTUDIO. Architecture studio founded by Jordi Castel and Enrica Mosciaro with more than twenty-five years of experience in architecture and interior design, which the architect Ignacio Sempere Matarredona joined as a partner ten years ago. His work combines creativity, strategy and market knowledge to create innovative concepts. Focused on consumer behavior and immersive brand experiences, they have designed more than one thousand five hundred commercial spaces for major brands around the world.

Jordi Castel founded Castel Estudio 25 years ago, collaborating with major clients such as Massimo Dutti, Bershka, and Ágatha Ruiz de la Prada, and developing deep expertise in the design and management of architectural projects in the retail sector.

An architect from the Barcelona School of Architecture (ETSAB), during his studies he received various scholarships that took him to Brazil and Turkey. He worked as an architect in the Barcelona Metropolitan Area on urban planning issues and in various prestigious studios.

Ignacio Sempere Matarredona. Architect graduate of the Madrid School of Architecture (ETSAM), joined Castel Estudio as a partner 10 years ago. With a solid track record in architectural design and sustainability, he has managed projects for CH Carolina Herrera and Purificación García stores internationally. He has extensive experience in the advanced use of BIM (Building Information Modeling) tools, which allow for the optimization of project execution and management.

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