THIS IS THE NEW ZARA

(elpais.com) Zara this morning in New York its new store format, with a new architectural design and interior design. This concept becomes long in the new store reference group in the 666 Fifth Avenue New York, in the Tishman Building. This new store is the largest chain in the U.S., with about 3,500 square meters and three floors, each of which is arranged on two long shafts, corridors or walkways leading to individualized spaces or cubes on each side , a kind of miniboutiques in which the collections are displayed individually. For Zara, the store has always been its principal marketing tool. A company that only invests in advertising historically has opted to have the flagship stores that attract attention and create brand image. Now ready to open on Fifth Avenue in New York its global flagship store and will use that opening to present a new image of Zara "completely different and completely renovated on the image of Zara that are used to seeing", as announced the chairman of Inditex, Pablo Isla, in New York. The new store concept, in which Zara has been working hard for two years, in the words of Island, "a concept much more focused as a boutique, with many different boutiques within the store, a shop very elegant, very transparent , very friendly ". Some stores opened last year have moved closer to this concept, such as Sydney and Melbourne (Australia), one in London, one in Oporto, one in Taiwan and one in China. In Spain, the new concept, has been headed by the architect Elsa Urquijo, has been tested in Marineda City shopping center in Corunna, near the headquarters of the company itself in Arteixo. This is a minimalist store model, with different spaces separated by translucent screens, predominantly white with touches of gray and light kit direct and indirect way of decoration. Hardly shelves for folded merchandise, but this building is exposed hanging walls and screens and some central tables. "The clothing looks especially," said the chairman of Inditex, Pablo Isla, referring to the new store on Sunday. The store incorporates large giant television screens, video walls kind of technology that give a touch to the establishment.  "The store, still very new and very different from what we have today, we all are very Zara, it is our personality. It is a very different, but very us, "said Island on Sunday. Zara has launched a new image in New York, where he has invited a group of journalists from international media, including THE COUNTRY. The new concept is then applied to all new openings and reforms in all stores. The group controlled by Amancio Ortega, the fifth richest man in the world, is launching the reform of many stores to adapt to this new image.