El Apartamento: Zara’s Hybrid Concept in Madrid

Zara operates around 1,800 stores worldwide, but only a small fraction are large flagship locations – and just three currently feature the latest store concept: “El Apartamento.” True to its name, the concept places a stylishly furnished apartment in the heart of the store, showcasing Zara Home items alongside Zara fashion in colors that complement the décor. Instead of massive LED walls, digital signage partner Trison integrates discreet screens seamlessly into the walls. The concept also includes a cozy café.

The first two test locations were launched in Paris and A Coruña, the headquarters of Zara’s parent company, Inditex. Now, the newly renovated flagship on Calle Serrano in Madrid has joined the experiment, with an “Apartamento” on the top floor of its five-story space. The layout is somewhat reminiscent of Ikea: gather inspiration on the upper floors, then shop on the lower ones. By blending Zara and Zara Home, the concept immerses customers in a curated brand world designed to keep them browsing – and lingering – as long as possible, with the café playing a key role.

The store also boasts the latest omnichannel features, as reported by German media outlet Textil Wirtschaft: a click-and-collect system with capacity for over 1,500 packages, assisted checkouts, automated return stations, and dedicated drop-off points for online returns. A repair service for used clothing has been added as well.