Passeig de Gracia 96 - The new Massimo Dutti!

Massimo Dutti, part of the Inditex group, (Zara, Pull & Bear, Bershka, Stardivarius, Oysho, Zara Home & Uterqüe) is the sophisticated fashion for men & women. Present in 73 countries with 770 shops, it just opened their flagship store in Barcelona on October 28th this year. One of the most beautiful store I have ever seen, it has taken the place of the emblematic store and one of Barcelona's trademark Vinçon. For many it has been a pity that Vinçon closed and mainstream fashion Massimo Dutti opened one more shop loosing the exclusive identity of this space. In spite of that I can say that Massimo Dutti has been able to retain the essence of this emblematic Building. This modernist catalan jewel was home to Ramon Casas in XIX century, as well as his workshop and also workshop of the famous designer Asunta Bastida in the 50's . Then it was Vinçon.
Now we have Massimo Dutti, ( eco efficient with the use of leds...). It has all their collections under one roof, men, women, children. It went thru a long process of restoration, it rhas recuparated the original design by the architect Antoni Rovira i Rabassa in 1898. This store has incorporated the latest technologies such as:
- Marketting screens
- Personal shopper service as well as a private salon with a huge screen to check the different styles of the garments of your choice.
- Interactive changing rooms ( I loved those, quite an experience!) : as soon as you enter, the clothes you want to try are scanned and while you are trying them you have a screen showing the different styling as well as incorporating accessories... A great marketing strategy to consume more.
- Escaparate Comprable - you can purchase anything you see in the window. If you download the app, while just passing by the store you will get alerts with the stuff on display and the details: prices, sizes available... You will need to enter!
- Easy check out cashier, all over the store and Mobile cashier. If you paying by credit card no need to queue anymore, you can pay where you are standing.
- Free wifi for all.
- Mobile payment 8 pay (from your phone).

To incorporate Art in this space they will collaborate the Side Gallery, with a different artist and you will be able to appreciate their art as in a gallery.