Located in the Trafford shopping centre and spanning 1,200 m2, Bershka opens a new flagship store that showcases its full commercial potential by organizing the space into three independent sections: BERSHKA, BSK, and MAN collections.
The store concept aims to integrate the building’s interior, architecturally significant in itself, with a store prototype already used in other locations. This concept is based on a sequence of product display modules, designed to organize clothing collections while changing materials depending on the section. Noble woods, ceramic finishes, lacquered MDF panels, and even stone surfaces interact with the existing space and place the spotlight on the clothing itself, making it the true protagonist of the store. A sense of lightness and neutrality helps create a visually striking environment.
Architecturally, and given the horizontal layout of the floorplan, the store clearly distinguishes the brand’s three sections. Each has its own entrance and distinct materials used on the perimeter furniture to visually define each area.
A thorough chromatic and material study has been carried out, prioritizing a grey colour palette to ensure a neutral space that highlights the vibrancy of the clothing collections.
Customer service areas, fitting rooms, and checkout furniture have been carefully studied due to their importance within the store. The checkout zones are designed as sculptural wooden pieces; large monolithic blocks placed like islands that stand out visually. These areas include both traditional and self-checkout counters, improving the overall flow of the store. In the fitting room area, a central structure surrounds the entire space, becoming an iconic and visually distinctive element.
Another standout feature is the store’s lighting, specifically designed for this flagship. Small rectangular LED spotlights with warm and comfortable lighting have been used to enhance the customer’s shopping experience.
Sound design has also been given special attention, an important element for the brand. Custom sound panels have been designed and installed in central areas of each section, offering strong visual and acoustic presence.
The facade design is especially noteworthy due to its size and visibility within the mall.
It features textured stone carved as if from a quarry, giving the store an impactful and elegant appearance.
The project has prioritized the use of sustainable materials, lighting, systems, and construction resources, all aligned with the current values and needs of the retail industry.
NTS X BERSHKA
As part of the BERSHKA MUSIC project, the brand has teamed up with UK radio platform NTS as a curator, focusing on emerging artists from around the world. NTS will curate sessions and playlists to be played in BERSHKA points of sale, as well as creating and developing musical experiences in its spaces.
NTS live streamed the reopening of BERSHKA Trafford on its online platform from the store itself and broadcast it through an ephemeral radio station created especially for the opening. Several national artists such as Thoom were invited to the live broadcast with producer and dj Sega Bodega as the local curator who, together with NTS, selected these profiles that will give us plenty to talk about in the coming months.
Sega Bodega was also the main guest artist at the BERSHKA event held at SOUP located in Manchester city, with an exclusive live show for the brand’s fans.
BERSHKA: AR MIRRORS
Always at the cutting edge of technological advances, BERSHKA has created AR Mirrors, a new augmented reality experience for its customers.
This is a ground-breaking retail project in which two mirrors with AR technology allow you to try on products through different filters created exclusively by the brand, just by standing in front of them.
In addition, by scanning the QR on the AR mirrors, customers can access the Digital Fitting Room on the BERSHKA app, where they can use these or other filters available on their mobile phones and share the content directly on their social media profiles.
Available exclusively at BERSHKA Trafford for a limited time, AR MIRRORS was created in collaboration with FFFACE.ME and Snapchat.
