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Inditex unveils the "Casa Stradivarius" ephemeral project in Madrid
Inditex has set its sights on the latest cutting-edge concept for one of its fashion brands. Casa Stradivarius, the label's new concept will make its debut at Madrid's Palacio de Santa Bárbara offering an innovative experience to the public from May 4 to May 7.
The brand's latest concept is described as a "pop-up project that explores the brand universe through various rooms where fashion can be experienced with all five senses." Going beyond traditional retail, the ephemeral space will offer a busy programme full of activities. From fashion talks to sports sessions taught by Casa Barré, makeup masterclasses by Benefit, concerts, and DJ sessions, the program will feature well-known names such as Álvaro de Luna, La Pija y La Quinqui, Mery Turiel, María Escarmiento, and Judeline. Participation in these activities will require prior booking.
Stradivarius aims to offer a full-fledged "sensory experience" with its new project, allowing visitors to immerse themselves in the brand's world in a 360-degree approach. According to the brand, visitors will be able to access the space without prior registration and discover "Instagrammable spaces," as well as interactively explore the brand's trends and milestones. In addition, Casa Stradivarius will also offer attendees the opportunity to co-create a fragrance.
This is not the first time that the brand has ventured into a project that is not strictly related to fashion. In September 2021, the retail chain introduced "Stradivarius Meets Art," an art dissemination platform dedicated to promoting emerging talent through its social networks, physical stores, and its own website.
Stradivarius, born as a family business, became part of the Galician group's brand portfolio in 1999. Geared towards a young audience, the brand saw its sales grow by 13% last year, reaching 2.056 billion euros. A figure that places it behind Zara, Bershka, and Pull&Bear. Today, Stradivarius operates with a network of 647 stores, out of the 4,727 globally owned by the company headed by Marta Ortega.
In the same period, the Inditex conglomerate increased its turnover by 17.5% to 32.569 billion euros.
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