Bershka has opened a 1,200 m² flagship store in Manchester’s Trafford Centre, organised into three distinct sections for its Bershka, BSK, and MAN collections. The layout integrates the architecture of the existing building with a store prototype previously used in other locations, focusing on product presentation through a series of modular displays.
The interior design employs varied materials, including noble woods, ceramic finishes, lacquered MDF panels, and stone surfaces. These are selected according to the section, visually defining each collection’s space. A grey-toned palette provides a neutral backdrop intended to draw attention to the clothing. Each section has its own entrance and distinct perimeter materials to enhance the separation of the collections.
Customer service areas, fitting rooms, and checkout zones have been designed with particular attention to detail. Checkout counters are crafted as large wooden monolithic blocks, positioned as islands within the store and incorporating both traditional and self-service options. The fitting room area features a central structure surrounding the space, designed to be a visual focal point.
Lighting is provided by small rectangular LED spotlights emitting a warm tone, while custom sound panels have been installed in each section to support the brand’s emphasis on music within its retail spaces. The store’s façade, made from textured stone carved to resemble a quarry finish, has been designed for visibility and impact within the shopping centre. Sustainable materials, lighting, and systems have been prioritised in line with current retail industry standards.
As part of the Bershka Music initiative, the brand has partnered with UK radio platform NTS to curate playlists and sessions for its stores, as well as create live musical experiences. NTS live streamed the reopening from the Trafford store via an ephemeral radio station, featuring national artists such as Thoom, selected by local curator and producer Sega Bodega. Sega Bodega also performed at an exclusive Bershka event at Manchester’s SOUP venue.
The new store also introduces Bershka AR Mirrors, developed in collaboration with FFFACE.ME and Snapchat. These augmented reality installations allow customers to virtually try on products using brand-specific filters. By scanning a QR code, shoppers can access the Digital Fitting Room via the Bershka app to use the filters on their mobile devices and share content on social media. The AR Mirrors will be available at the Trafford Centre store for a limited time.
