Page 28 - Designing Ways 302

FASHION

Bershka Stockholm

Redefining The Retail
Narrative At Gallerian

ershka unveils its second Swedish
flagship in Stockholm’s iconic
BGallerian shopping centre,
debuting a sophisticated architectural
concept developed in collaboration with
El Departamento Studio.
The new 600-square-metre space,
spanning two floors and housing the
BERSHKA, BSK, and MAN collections,
marks a significant departure from
traditional mall retail design. Moving
away from the conventional open-plan
layout - which often results in a lack of
spatial identity - the project introduces a
curated sequence of "boxes" that structure
the customer journey.
A dialogue between architecture and
product rather than an expansive hall,
the store is conceived as a continuous
360-degree loop. These architectural
"boxes" act as self-contained micro-
environments, introducing rhythm,
deliberate pauses, and shifts in scale.
This approach fosters a more intimate
connection between the visitor and
the collections, transforming the act of
shopping into a discovery-led experience.

28 Issue 302 • dw