EUROPARK Salzburg, owned by operator SES Spar European Shopping Centers, has once again proven that it is one of the most important brick-and-mortar retail locations in Austria. Following a refurbishment period of several months, the popular fashion label Zara is opening its most modern flagship store in Austria, in an area more than twice as large as before. Zara has been in operation at the location since EUROPARK’s expansion in 2005.
The new expanded Zara flagship store now covers an area of more than 3,000 sqm and showcases the latest women’s, men’s, and children’s collections, as well as a completely new athletic department. The new, innovation-oriented Zara store is equipped with the latest technological features, creating a holistic shopping experience and combining brick-and-mortar retail and digital experiences in a single location.
“We are thrilled about the expansion of Zara’s offering at EUROPARK Salzburg – covering twice the space. It makes a strong statement for brick-and-mortar retail. Zara has demonstrated how skillfully it can combine the digital world with the real one,” says Christoph Andexlinger, COO of SES Spar European Shopping Centers.
The Zara app features a “Store Mode” function that allows customers to virtually browse through the store and pick up their orders in-store within two hours. Booking fitting rooms and finding items in the store are also possible via the app. In addition, the new flagship store at the SES center has automated pick-up points for online orders, self-service checkouts, and exclusive areas for returns.
The store concept, which was designed by the Zara architectural team, is structured around concentric areas that are meant to provide the perfect setting for Zara’s collections, in which the products and the customers are the protagonists. Thanks to its organic shapes and a fluid series of curves, the project pays tribute to the world of fabrics and raw materials. That aesthetic continues throughout the store, even in elements such as screens and furniture, which are particularly curved.
SES Spar European Shopping Centers always attaches great importance to a diverse store and segment mix when it comes to leasing space. The combination of international must-haves offered by top brands, Austrian operator stores, regional trendsetters, and popular local heroes makes every SES shopping destination unique and distinctive.