WOW Concept

  • Prize
    Winner in Interior Design - Retails / Shops
  • Company/Firm
    External Reference
  • Lead Designer
    Carmelo Zappulla
  • Location
    C/ Gran Vía, 18, 28013 Madrid
  • Client
    WOW Concept
  • Project Date

WOW is an articulated project, with a digital marketplace that complements the online shopping experience through interactive systems. It is a spectacular point of sale where each floor is unique & constantly changing, making WOW a theatre of retail, with an iridescent scenography. WOW, blends reality with fiction, the physical becomes digital, and shopping becomes an immersive experience.
From the entrance on the ground floor, the pink-painted statues have undergone spatiotemporal deformations which manifest themselves in pixelation to display cosmetic products. The lower floor houses the technology products in a landscape of 3D-printed marine corals which creates a platform for digital & physical dimensions.
The 1st floor will be changing its skin entirely as if it were a dress each season. The 2d floor, inspired by a fashion show, will be changing scenarios for events. The 3d floor, inspired by sports and street aesthetics, immerses the user in a technical and urban space. And the 4th floor is dedicated to home & hosts avatars from the Metaverse, staging a game situation & the reality becomes a pixelated fantasy.

External Reference Architects is a multidisciplinary design firm that breaks the boundaries between architecture, visual arts, and digital tools to generate new spatial experiences.
Founded in 2007 in Barcelona, the studio has performed groundbreaking work in interior design and architecture, completing projects worldwide in Barcelona, Bangkok, Dubai, London, and other influential locales.
Our vision is to create emotional spaces that enable brands to express their values and beliefs to customers through architecture.
We apply digital technologies to customize dynamic spatial experiences for