WOW is born: a pioneer concept store that revolutionizes the shopping experience

Just a few weeks ago, WOW, the largest concept store in Madrid and the first to generate a unique shopping experience, opened its doors. A place where the barriers between physical and digital spaces disappear.

Located in the middle of the Gran Via in Madrid, WOW is a 5,500 square-metre space, where the Hotel Roma once stood, the first construction that was ever built on this iconic street, in 1915. This neoclassical building was planned back in the day by the architect Eduardo Reynals Toledo, and it stands out for, among other things, the Capitoline Wolf on the top of the building. It’s called Luperca and it is an exact replica of the original.

Additionally, the interior of this new hotspot has been renovated by Carmelo Zappulla, from External Reference, the architecture studio. They have created microarchitectures on each floor to create different scenarios that are always immersive and dynamic.

Created by

The creators of this project are Rafael Medina Abascal, the Duke of Feria, and Dimas Gimeno, exChairman of El Corte Inglés.

Eight floors full of experiences and curated brands

“More than 200 brands make up the WOW marketplace, and the physical extension has around 70 references that will be in rotation.”

WOW has six floors dedicated to fashion, beauty, decoration, culture and technology and another two dedicated to bars and restaurants, that haven’t opened yet and that will do so in the coming months.

The selection of brands, both national and international firms, that make up the WOW Concept is excellent and is one of the key elements of the success of a project of these characteristics, although it may not be suitable for all pockets. We can find MarniCollina Strada, Cecilie BanhsenMoisés Nieto, The (Real) GarcíaMansAmulMusierSunneiAnnie BingArchive Sneakers, Miista, Nodaleto, MietisSiMueroSafSafu, By Far o Samsoe Samsoe, among many others. Accessories deserve a special section of their own.

But WOW is not just fashion. This revolutionary concept store has a floor dedicated to beauty alone, where brands such as RowseRassamid/night00ChanelLoewe, among other brands, are present; there is another floor focused on technology and gaming with brands such as Bang & OlufsenDevialet, Playstation, Razer or Arcade; another where books by TaschenAssouline and Phaidon can be found side by side with furniture and decorative objects such as candles and crockery by brands like Scandel, Sargadelos, Branqueta, Vitra, SeraxPols Potten or Scandle.

A Phygital environment

This initiative promises to revolutionise the experience of shopping as we know it. As we were told, the client and the phygital experience come first here, this consists of unifying the physical and the digital surroundings during the shopping process, while we discover the latest trends in fashion, beauty, decoration, gastronomy and technology.

“We want the public to visit WOW to learn about the latest trends because, beyond offering an extraordinary shopping experience, we offer a very powerful editorial environment.”

In short, what is clear is that WOW is not just a way of shopping but a way of backing the future of retail, that will become a reference in the capital’s shopping route and beyond.

(*) Photos by WOW Concept.



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