Zara Unveils New Retail Concept in London

Zara has revealed it's new store concept in their retail space at Park House on Oxford Street in London. This store, designed by Elsa Urquijo Architects, is laid out in a more intuitive way. "The flow is different from our other stores," said Zara's chief communications officer Jesus Echevarria. "You are guided through 'cubes' and there are different dialogues with fashion and different trends happening in each of them. It feels more like a boutique space than a warehouse, this is more intimate."

Zara celebrated the opening with a party where Veuve Clicquot flowed and mini lemon meringue pies were in plentiful supply. Jamie Hince and Alison Mosshart of The Kills performed. Zara is set to open 15 stores with this new retail format by the end of January in cities including Paris, Utrecht in the Netherlands, Shanghai, Beijing and São José dos Campos in Brazil.