The opening of the site in downtown Madrid aims to bring together the physical and digital worlds.
Wow Concept opened its first retail location in Madrid, marking the brand's transition into a physical environment. The retail outlet is located in a space that was designed by External Reference.
The opening of WOW Concept in Madrid's center is an attempt to merge the physical and digital worlds, with an innovative and immersive shopping experience. This store is characterized by "total immersion" and conceptual design, which makes it an ideal setting for a photo shoot.
The immersive space on the Gran Via, one of Europe's most prestigious and expensive shopping streets, is located in the former Hotel Roma. WOW Concept leases six floors, each offering a unique experience to customers. On the first level you'll find a "technology garage" with a 3D-printed seascape and augmented reality that combines nature and technology.
Next is a pink-painted "grooming lab" selling cosmetics and related items. The third through fifth floors are dedicated to fashion from "digital" brands and famous sneakers. On the top floor, there is home boulevard, a concept that combines the physical and digital, displaying home goods inspired by the latest trends in the meta-universe.