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# Six-Floor Phygital Retail Shops
The WOW Concept Store is a One-Of-A-Kind Shopping Experience

By Niko Pajkovic | Published 2022-03-15 | Business
Source: Trend Hunter, https://www.trendhunter.com/trends/wow-concept-store
References: [highsnobiety](https://www.highsnobiety.com/p/wow-concept-madrid-physical-store/) & [wowconcept](https://wowconcept.com/)

Creative agency WOW concept has launched its first physical store in Madrid, Spain, which was designed by External Reference. The immersive new space aims to bring the brand's unique digital presence into the physical world through a six-floor historic building on Gran Vía 18 (formerly Hotel Roma).

All of the floors present unique "phygital" experiences for shoppers to engage with. For example, on floor one, the '[Tech](https://www.trendhunter.com/trends/sodexo-and-automated-retail-technologies) Garage' features a 3D-printed marine landscape that can be combined with a unique [augmented reality integration](https://www.trendhunter.com/trends/benfica-immersive-store). Meanwhile, the top floor, called '[Home](https://www.trendhunter.com/trends/Integrated-home-services) Boulevard,' showcases a range of homeware products that draw from metaverse-inspired aesthetics.

Other floors in the new WOW concept building are dedicated to sneakers and apparel and include a range of both high-fashion labels and sports-focused brands.

Image Credit: WOW concept

## Trend Insights (Trend Hunter)

- Score: 7.0/10
- Popularity: 99% | Activity: 100% | Freshness: 11%
- Audience gender: 50% men, 50% women
- Primary generations: Gen Z, Millennial, Gen X
- Top markets: North America, Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail)

## Key Themes

### Why This Trend Is Growing

- **Phygital Experiences:** Businesses can create unique, interactive experiences by blending physical and digital elements.
- **Metaverse-inspired Design:** Designers can draw inspiration from virtual worlds to create unique and innovative products.
- **AR Integration:** Augmented Reality technology can be integrated to enhance physical experiences and bring digital elements to life.

### Industries Being Reshaped

- **Retail:** Retailers can create immersive shopping experiences that merge physical and digital elements to stand out and attract customers.
- **Fashion:** Fashion brands can leverage phygital experiences to offer unique and interactive shopping experiences to customers.
- **Interior Design:** Interior designers can incorporate metaverse-inspired design elements to create innovative and visually striking spaces.

## Related on Trend Hunter

- [Phygital Sportswear Concepts](https://www.trendhunter.com/trends/nike-style.md)
- [Phygital Fashion Retail Experiences](https://www.trendhunter.com/trends/macys-mstylelab.md)
- [Futuristic Interactive Retail Designs](https://www.trendhunter.com/trends/espacio-movistar.md)
- [Phygital Vintage Shops](https://www.trendhunter.com/trends/byronesque.md)
- [Retail Design Landmarks](https://www.trendhunter.com/trends/d142.md)
- [Augmented Reality Stores](https://www.trendhunter.com/trends/ar-store.md)
- [Metaverse-Inspired Retail Interiors](https://www.trendhunter.com/trends/mango-teen.md)
- [Multi-Sensory Flagship Stores](https://www.trendhunter.com/trends/kate-shibuya.md)
- [NYC Identity-Inspired Retail Cconcepts](https://www.trendhunter.com/trends/concrete-amsterdam.md)