This process of revamping the concept involved the need to streamline the store by removing layers, creating a clean, harmonious space that provides a more intuitive and visual shopping experience for customers. Choosing the pieces that best represent the 
 concept of each collection is the starting point of the 
new Visual Merchandising.

New types of displays have been developed to make the product the centre of attention. A new commercial showroom was created in response to the need to display products hanging up. 
Thus, capacity has increased to create a less 
 compartmentalised aesthetic.

The architecture of the store itself creates the fixtures and defines its corners. Solid wood, natural stone and whitewash are part of the brand’s essence. The new Massimo Dutti stores are in line with the Inditex Group’s most advanced approach to eco-efficiency, reducing power and water consumption.