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Luxury retail isn’t just for high fashion, Bershka’s AMO-designed Milan flagship shows

BOOKMARK ARTICLE
For Bershka’s Milan flagship, AMO sought to reimagine the fast fashion retail experience altogether. - Marco Cappelletti
Based on extensive research into different shopping modalities, the research and design firm established that the space should accommodate different user journeys in the space. - Marco Cappelletti
Its layout is defined by services instead of products meaning that its wayfinding encourages customers to complete their intended task with efficiency whether it's an extended in-store shopping trip, online pickup or returning digital orders. - Marco Cappelletti

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The retailer reimagined its Milan flagship as an omnichannel space, aimed at crafting different customer journeys within the same space.

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