Milan Flagship Store by OMA

In Milan, OMA have designed a flagship store for fast-fashion brand Bershka that redefines the role of the store in the age of online retailing.

Flagship store in central location

The new flagship store is located in a former three-storey cinema on Corso Vittorio Emanuele II. It is part of the Galleria del Corso, a typical Milanese shopping arcade. The location could not be more central: Milan Cathedral and another shopping arcade, the famous Galleria Vittorio Emanuele II, are in the immediate vicinity. 

According to OMA, the task was not only to develop a sustainable retail concept, but also to find an appropriate way of dealing with the existing historic building. The design therefore acts as an interface with the city and the Galleria del Corso. It communicates expressively to the outside through large display windows. Both inside and out, the shop is intended to be an experience that the Internet cannot offer. 

Space as a service

Instead of offering as many products as possible, the focus here is on service. This is reflected in the structure of the store, for example in the way it is divided up: there are areas for short visits, for example to exchange an item of clothing, and areas where customers can immerse themselves in Bershka's consumer range.

Bershka's flagship store is designed to redefine the role of the retail store in the age of online shopping. © Marco Cappelletti, courtesy of Bershka and OMA

Walk-in furniture

In concrete terms, this is achieved through objects that are placed in the open shop area as walk-in furniture. For example, there are different areas for fast and slow changing. The same goes for the checkout. There is also a click & collect area and a lounge. All of this is created using OMA's typical range of materials, such as maritime pine plywood panels or stainless steel surfaces, which provide the greatest possible contrast to the glamour of shopping with their industrial feel.

Connection between inside and outside

The ceilings are clad with grilles. These are also used as balustrades in the open staircases and galleries that connect the retail areas. A particular eye-catcher is the spiral staircase, also clad in maritime pine plywood. It runs through the storeys like a piece of sculptural furniture. It is visible through a large window, linking the flagship store to the historic city centre.