The youthful Inditex fascia has made a playful debut in New York City with a store in SoHo.
Bershka is one of the less widespread Inditex fascias and, while it has had an online presence in the US since April this year, until very recently the brand has had no stores there.
Now fans of the youth fashion brand can visit its first bricks-and-mortar outlet in New York’s well-heeled SoHo district.
Located on Broadway, the pop-up store opened two weeks ago and will be in place until the end of the year, as Inditex dips its toe into east coast waters.
Pop-ups remain one of the primary ways in which retailers and brands can assess a new market and see whether it really is worth taking the plunge.
The 8180 sq ft single-floor store highlights the Bershka ‘Stage’ concept, with an industrial-cum-theatrical feel.
Truss scaffolding runs around the whole of the perimeter from which speakers, lights and screens are hung to create the store ambience.
It also means that during its relatively brief lifetime, the interior can be rapidly altered to reflect changes in ranges as they arrive.