REINO DE SCHIPARELLI

This concept store project imagines a future flagship for Schiaparelli located in Madrid’s exclusive Barrio de Salamanca. Titled Reino de Schiaparelli, the store is a five-level sensory experience, with each floor inspired by one of the five senses—touch, sight, sound, scent, and taste. Blending surrealist design, high fashion, and immersive storytelling, the store reinterprets Schiaparelli’s bold heritage through a modern, experiential lens. The goal was to create a physical space that not only showcases the brand’s couture and fragrance offerings, but also deepens emotional connection through sensory engagement.

This process book captures every stage of the store’s development—from location strategy and consumer journey mapping to launch event planning, visual mockups, and a fully integrated marketing campaign. With a focus on narrative-driven retail and cultural relevance, Reino de Schiaparelli aims to redefine luxury as an intimate, imaginative experience rather than a transactional one. This project serves as a reflection of both brand DNA and the evolving future of experiential retail.