Inside Zara's Newest Flagship Store - Quite Possibly the Most Beautiful Store I've Seen

I had the opportunity to visit Zara 's newest flagship store in Lisbon - the second largest in the world, which just opened last week in Pra?a D. Pedro IV, right in the heart of Rossio. This vibrant square, one of the most iconic areas in the Portuguese capital, beautifully blends the city’s rich culture, history, and shopping traditions.

I was blown away by my experience, both as a retail enthusiast and a Lisbon resident. With 5000 sq meters (53,000 sq ft) three floors divided into everything the brand has to offer, from fashion for Men, Women, Kids, Beauty, and, of course, the part dedicated to the home, Zara Home, which blew me away.

The new store is truly a testament to Zara's flagship model, with its spacious layout, refreshed design, and enhanced product display areas. What stood out to me were the advanced technological features that ensure a smooth and elevated shopping experience. The boutique-style spaces, with their carefully designed furniture and unique aesthetic, create a closer connection between the customer, Portuguese architecture, and Zara’s collections, making the shopping experience feel special and personalized.

Architecture highlighting the historical richness of the building

The architectural concept developed by Elsa Urquijo Architects is based on highlighting the historical richness of the building and the various crafts that have been practiced within its walls over the years. This reflects the artisanal traditions of Portugal, emphasizing the use of natural materials. Elements such as Lioz stone from Sintra, Portuguese tiles (azulejos) from Viuva Lamego, wooden board ceilings, linen fabrics, lime mortars, cork, and the color palette of the Pombaline style are prominently featured. Am I shopping in a store or a palace?

The latest technological innovations from Zara's integrated physical store and online services

If there's on thing that I've loved about the shopping experience at any Zara is the integrated technology in-store and on the app. Zara's aim with this new store concept in Lisbon is to offer customers a shopping experience which is integrated with their online platform, allowing to interact with the brand from any device. To do this, the store incorporates the latest technological innovations of Zara’s integrated physical and online store platforms, enabling customers to browse online in a store of their choice, check the available stock, or buy online and collect the order from the store within two hours.

Zara Rossio also has other features such as:

• Reserve a fitting room through the Zara app.
• Search and locate items through the Zara app
• Specific checkouts for returns. Automatic online returns point.
• Automated & assisted checkout areas.
• Express pick up for online orders.
• Tech-driven fitting rooms.

Tech-driven fitting rooms

You can use the Zara app to reserve a fitting room or when entering the fitting room, you can hold your items up to the check-in kiosk. The RFID sensor counts the number of items you have and assigns you a fitting room to use. When you exit the fitting room, it's a similar process - to ensure you leave with the items you brought in.

Self-checkouts that don't annoy you

I didn't make an official count, but I saw at least 10 self-checkout stations on each level. Because all of Zara's items are equipped with RFID tags, shoppers only need to set their items in the checkout bin and the screen automatically registers each item. No manual scanning of barcodes. No "unexpected item in bagging area". For customers with the Zara app, scan the QR code at the register and your purchase is logged and receipt located there.

The Home Section

The Zara Home Section was my favorite experience. I felt like I was shopping in my own palace and with views out the window the centuries-old S?o Jorge castle and historic squares - aspirational and comfortable. From living room, to kitchen, to bath, each little corner makes the shopper feel just right at home.

Other highlights

Zara Rossio has areas providing different experiences – such as Beauty, a play area in the Kid’s section – and ‘boutique’ spaces for brand-specific lines and collections.

It's not a trip to Lisbon without a Pastel da Nata

If you've ever visited Lisbon, then you've had the most famous pastry of Portugal - the pastel da nata. On the street level of Zara is the cafeteria area, where you’ll find the delicious custard tarts from Castro, in a beautiful area where you can buy packs of the typical Portuguese sweet, as well as relax between one purchase and another.