Zara temporary store in the center of Milan introduces innovative technologies during the renovation of the flagship store that will reopen in September 2018

Zara pop-up store, Corso Vittorio Emanuele, Milan

Zara on Corso Vittorio Emanuele in Milan has opened the second pop-up store in the world, designed to buy online in store and pick up there the purchased goods. On a 200 m2 area, a selection of the latest trends in womenswear is available for customers to be ‘tried on’ with digital 3D technologies and the assistance of a staff equipped with mobile devices, ordered in store along with the rest of the brand’s collection, bought and picked up in store.

Zara pop-up store, Corso Vittorio Emanuele, Milan, where two technological sale systems are launched

The reopening of the physical store in September 2018 will preserve the combination of cutting-edge design, new technologies for a better customer experience and physical store, with a pick-up point dedicated to e-commerce allowing customers to keep going and collecting their purchases on zara.com at their leisure.

The digital system will be equipped with an optical reader able to scan QR codes or decode the PIN code received by customers at the moment of the online purchase, and, to send the order to the warehouse within a few seconds via an expressly devised platform, making it possible to deliver the goods in 24 hours in any part of Italy thanks to an automated procedure. Both projects are by studio Elsa Urquijo Architects. [Barbara Tassara]