A distinctive new concept, Zara Diagonal by Vincent Van Duysen transforms the shopping experience into a sophisticated domestic journey. Conceived not just as a commercial space but as an immersive environment built around a sensory atmosphere, it draws from domestic intimacy and cabinets of curiosities to awaken curiosity and encourage return visits.

From the street, expansive windows reveal serene interiors where fashion and architecture intertwine. Inside, the space unfolds across multiple levels in a fluid layout where Zara’s fashion and lifestyle collections coexist naturally.

The interior becomes a layered domestic landscape, each display zone a room with its own rhythm, materials, and personality. The central lounge acts as a living room anchored by a grand bookshelf and a freestanding sofa that invites pause, with open shelving, vitrines, and tactile surfaces merging sophistication with comfort.

Furnishings from the Zara Home+ by Vincent Van Duysen collection share the architecture’s timeless sensibility and can be purchased, bringing the flagship’s calm elegance home.

The palette is understated: natural woods, brushed metals, soft stone, and matte finishes compose a harmony of textures. Materials were chosen for tactile qualities and graceful aging, while exposed wooden beams reinterpret domestic architecture and turn the ceiling into a canvas of light and shadow.

Clothes are presented with quiet precision. Metal rails integrate into the architecture, and glass vitrines highlight key pieces like museum displays. The fitting area continues the domestic philosophy as an expansive walk-in wardrobe with soft lighting that makes trying on clothes a private ritual.

The space is also characterized by an innovative lighting concept: A well-balanced light shower that welcomes customers with warmth. Layers of light create a domestic feel, a comfortable effect that highlights objects and garments.

Zara Diagonal becomes a destination for reflection and discovery, where each visit reveals new textures, details, or vignettes. United by architectural clarity and emotional restraint, together with Zara, the studio envisions shopping as a memorable, sensorial encounter rooted in calm, beauty, and design.

Info: Zara.com

Photos by François Halard

Publications:

WWD, 27 November 2025

Milk Decoration, 27 November 2025

Fashion Network, USA, 27 November 2025

Bloomberg.com, 27 November 2025