This is the 'apartment' that Marta Ortega plans to open in the Zara store on Serrano Street.

Zara continues its brand concept evolution with Marta Ortega at the helm, and there's no doubt that in the coming years, Inditex's flagship brand will revolutionize shopping as we know it. Focused on strategically positioning the consumer experience , the brand plans to install its "Apartment" concept in its iconic store on Calle Serrano (Madrid), which is currently under construction.

This isn't anything new; those who have recently visited its A Coruña store have already experienced the aforementioned concept. It's a space conceived as a journey through the rooms of a house , combining fashion and decor with experiences such as coffee or a flower shop. " The Apartment is the result of Zara's constant experimentation with its collections, its retail formats, and its range of services and products that enrich and complete the customer experience," the group stated in the presentation of its 2024 financial results.

The first Zara Apartment concept opened in the Coruña store on Compostela Street almost two years ago. Located on the fourth floor of the establishment, it offers personalized customer service and also features several product lines from the Zara Home collection, designed for the home. Here you can discover special launches and market previews of some fashion offerings before they reach other stores or even the brand's website. Capsule collections, premium garments, and lines such as lingerie are some of the regular fashion highlights found here.

Designed to offer a high-end experience, the Apartment will feature various spaces aimed at providing a higher-quality customer experience. In addition to the offerings of books, stationery, home decor, and furniture, there will also be a florist's area and a specialty coffee shop. The opening of the Madrid Apartment will coincide with the planned activations for the fiftieth anniversary of the opening of the first Zara store, which opened in Zara's hometown of A Coruña in 1975.

Inditex closed 2024 with sales of €38.632 billion , representing a 7.5% increase compared to the €35.947 billion in 2023. In addition to A Coruña, Zara has a second Apartment in Paris. In this case, a temporary store installed for one year at 117 rue du Bac on the Left Bank.