ZARA SERRANO

The ZARAflagship on Serrano Street in Madrid — a comprehensive renovation of an early 20th-century historic building — has been transformed into a retail space conceived to endure. Designed by Elsa Urquijo in collaboration with the Zara Home creative team, the project understands architecture as an active component of the brand narrative: noble materials, durable construction solutions, and a domestic atmosphere that prioritizes customer experience over the fleeting rotation of fast fashion.

Distributed across seven levels — basement, ground floor and five upper floors — the store proposes an ascending journey in which light and textures become progressively brighter and lighter.

KIMAK’s intervention begins at the façade, with the fabrication and installation of the main entrance grilles in naturally aged brass, crafted with a unique artisanal finish. The entrance vestibule is configured through a glazed volume that functions as a light box and as a transition space between the street and the interior.

Inside, the structure takes on a leading role. A large composition of exposed steel beams runs across the ceilings, intersecting with one another and defining the architectural character of the space.

In total, more than 800 linear meters of structure have been installed, exceeding 60 tons of steel.

The works were developed through a carefully curated selection of noble and natural materials, bringing coherence and character to the overall project. Black steel shapes the signage, integrating naturally into the space alongside glass and aged brass.

The combination of industrial-inspired solutions with artisanal finishes and gestures results in an elegant, warm, and timeless balance. All elements were specifically and exclusively designed and manufactured for this store, consolidating its unique and non-replicable identity.

The project’s greatest technical challenge was the handling and installation of large-format elements, including beams measuring up to 7.5 meters. The introduction of these components through the large glass façades and their final assembly were carried out with extreme precision, achieving millimetric tolerances despite their considerable dimensions and weight.

The result? A tailored implementation where every structure, finish, and construction detail has been custom executed, seamlessly integrated to create a solid and coherent space aligned with the brand’s new experiential dimension.

*Photos courtesy of Zara