First Mango Teen Store opens in Barcelona
What: Mango opens its first Teen store designed by architecture group Masquespacio in Spain.
Why it is important: The 150meter squared space creates an experiential and immersive location for younger shoppers aged 11-13.
The primary colours of the store are green and orange with rose gold accents and contrasting matte and glossy finishes. The colours were taken directly from past Mango pop-ups that tested the preferences of their target teen consumers.
The architects borrowed visual elements from life such as a laundry space, hotel lobby, and pool, with the goal of communicating a dreamlike interior. Described as 'incoherent elements', the odd mixture of structural styles and cues from daily life gives a surreal feeling that Mango believes is a defining part of this period in teens' lives.
The entrance to the store begins with a tunnel meant to symbolically transport visitors into a surreal intersection of male and female teen lifestyles. Customers have the opportunity to let their imagination flow in the Metaspace which is part of the fitting room area and includes mirrors that have optical effects, ring lights, and a place to attach a phone for hands-free filming or photography.
Each area has a connected function: the swimming pool is used as an exhibition element, the 'hotel reception' is the cash desk; the washing machine is a used-clothing drop-off point for future recycling. Shelves and racks vary in organic and rigid lines aspiring to create a 'gender-neutral' display style. Rounded archways and staircase shelves support the surreal and liminal energy of the store.
The Mango Teen store is designed to make shoppers have an unforgettable experience in a gender-neutral presentation.