Spanish e-tailer Wow opens first bricks-and-mortar store

E-tailer Wow has gone physical with the opening of its first in-person marketplace at the site of the 1915-built Roma Hotel in Madrid. The 5,500-sqm marketplace complements the brand’s online presence through the integration of interactive digital systems. It’s spread over eight floors, with six levels dedicated to retail and two to hospitality.

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Guests enter from Gran Vía to the ground floor, which displays cosmetics. Classical Italian sculptures – a nod to the space’s former occupation as the Roma Hotel – are reimagined in a pixilated, bright pink form.

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Moving up, the first through third floors each sport a different concept and aesthetic. The second floor draws inspiration from a fashion show while the third floor has a more urban feeling.

The tech-products level is inspired by the convergence of nature and technology, with a landscape of 3D-printed coral.

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Meanwhile, the homeware areas are inspired by the metaverse, further playing on gamified aesthetics with pixelation and animated avatars. A cityscape-like route has been created through the interior, allowing users to observe and test the products through house windows.

Source | FRAME

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Laura

6th April 2022