Mango Teen designed by Masquespacio, Barcelona
Mango Teen designed by Masquespacio, Barcelona
Mango Teen designed by Masquespacio, Barcelona
Spain – In a bid to entice and excite young shoppers, the fashion retailer has unveiled its first Mango Teen store in Barcelona. The result is a highly experiential, escapist store taking inspiration from dreams and surrealism. Ana Hernández, co-founder of Masquespacio, the consultancy behind the project explains: ‘The entrance tunnel makes us go back to that surreal dream we had, taking us to a future in which conventional elements from the past are being considered futuristic for the new generations.’
Throughout the space, various installations invite visitors to let their imagination flow, with objects taking on unexpected functions. A swimming pool, for example, is used as an exhibition element, while a mock hotel reception replaces a traditional cashier desk, and next to it a fake washing machine will help teens recycle their old clothes. Drawing on metaverse worlds, the fitting rooms feature an optical effect that distorts reality – aligning with this generation’s demands for memorable, other-worldly experiences.
Changing consumer needs are driving retailers to rethink bricks-and-mortar stores to be more engaging, sensorial and memorable. Young people especially require this level of interaction and design in physical spaces.
Strategic opportunity
With these experiential cues in mind, retailers should also reflect on ways they can effectively target Generation Alpha. Consider how playful, interactive elements can make individual products more appealing and memorable
