MILAN —Zara inaugurated on Monday its first Milan temporary shop inside the flagship on Corso Vittorio Emanuele II, which is being revamped and will reopen in September.The Spanish fast-fashion giant unveiled the temporary shop project in January in London’s Westfield banner, which was also being renovated.Designed by Spanish studio Elsa Urquijo Architects, the Milan outpost, which will be open through July, combines the experience of a physical retail space with online-focused services. In particular, customers will experiment a full digital shopping session in the store. While they won’t have the opportunity to try the garments, they will be guided by assistants in the selection of the right size and, once the decision on the purchase has been made, they will check out on a mobile device and their shopping will be shipped to their address.Along with carrying the Zara main collection, the Milanese temporary shop will offer the more design-oriented Zara Studio range, which made its debut online last week.In addition, through the dedicated Zara AR app, customers will have the chance to experiment with an augmented reality experience with models “coming to life” wearing key looks from the company’s Studio Collection. As reported, the AR experience is available in 120 of Zara’s global flagships, where it will only be available for two weeks.Starting in May, the Spanish company will debut additional temporary stores in the world.
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