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Darial desafía a la crisis de los ‘concept stores’: inversión de cuatro millones en Barcelona
Un nuevo operador desafía la crisis de los concepts stores. Especializada en moda, gastronomía, arte y decoración, Darial subió la persiana en Barcelona de la mano del interiorista Djaba Diassamidze y la diseñadora Maka Asatiani. Al frente de la gestión del proyecto se encuentra Constance Louboutin, como consejera delegada.
Desde hace varios meses, los expertos del sector destacan la apuesta por la experiencia en el punto de venta para atraer a los clientes. Sin embargo, en los últimos años concept stores de renombre como Colette en París o El Paracaidista en Madrid han echado el cierre ante la escasa de rentabilidad del modelo.
El establecimiento, de 1.600 metros cuadrados de superficie, nace con el objetivo de aunar la creatividad dentro de un solo espacio. El establecimiento se encuentra en la planta baja de la casa Tomàs Roger, edificio catalogado del siglo XIX en la calle Ausias March, en Barcelona.
La idea, que nació hace tres años, acaba de abrir tras varios meses a la espera de permisos y reformas del local, que en total ha supuesto una inversión de cuatro millones de euros, según ha explicado Louboutin a Modaes.es.
En el espacio se comercializan 120 firmas internacionales de un segmento premium como Jil Sander, Sacai, Mykita, The Row, JW Anderson, Isaac Reina o Raf Simons. Darial también cuenta con oferta de accesorios, calzado y joyería. Además de moda, Darial también cuenta entre su oferta con artículos de decoración de hogar y libros seleccionados, especializados en diseño o fotografía.
Como impulso a la parte experiencial, el establecimiento cuenta con un restaurante francés en su interior, Le Léopard, y un espacio para la exposición de obras de arte. Actualmente Darial sólo cuenta con las creaciones de un artista ruso de los años sesenta, pero tiene previsto poner en marcha la primera colección a principios de diciembre, que consistirá en una muestra de pósteres parisinos.
A corto plazo, Darial tiene previsto extender su presencia al canal online. En noviembre, la compañía abrirá su plataforma de ecommerce para comercializar accesorios, joyería, libros y calzado. La oferta de moda completa estará disponible a principios de año.
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