This new mega store, which has been designed as a multi-brand and multi-product commercial centre located in the heart of the Gran Vía, in the building that used to house the Hotel Roma, where you can find articles by hundreds of brands on Internet, complemented with innovative leisure and catering. The consumer is offered a unique and differential shopping experience at a digital and physical level. It is due to be opened on 12 March.
The building has undergone a major refurbishment in which it has incorporated a replica of the sculpture of the Capitoline Wolf which crowned the property since its inauguration in 1915 and which disappeared in the 1940s.
Its 5,500 square metres, divided over 8 floors, WOW will have a temporary, rotating and, at times, exclusive range of fashion, decoration, technology, design and leisure, as well as technological leisure spaces, e-gaming, a cookery school, fitness and instagramer studios, a digital museum and even a café where the waiter is a robot with an articulated arm. The top two floors will be devoted to the gastronomic area, which will open next spring.
The brands that can be found in WOW rage from traditional to the most innovative and emerging, from consolidated firms in physical sales points that seek to connect with a young and digital public to projects that have arisen thanks to Internet and social media, whose projects have gone viral.
They include firms like Lacoste or Marni; cult designers, such as Collina Strada or Cecilie Banhsen; avant-garde urban firms, such as the Nordic Samsøe Samsøe or the unisex patterns of Sunne. The world of accessories will be represented by the sculpture bags by the Paris firm, Coperni, in the collections inspired by the 1990s by the Bulgarian, By Far, modern shoes by Miista and Nodaleto or the kitsch jewels designed by Safu Seghatoleslami under the name of SafSafu or SiMuero with its first physical store. As for Spanish firms, Safe will have its first physical space, rubbing shoulders with consolidated names like Moisés Nieto and recent brands with significant presence in on-line sales, such as Romualda and its colossal hats.
The floor devoted to firms specialising in well-being and beauty offers the latest tendencies in make-up and perfumes by icons like Chanel, as well as natural cosmetics based on botanical ingredients by national brands, such as Rassa, Rowse or mid/night 00.00.
As for the technological and gaming offer, brands like Bang & Olufsen, Transparent, Urbanista, Devialet, Playstation or Razer are found here. In decoration and design, the firms, Vitra, Serax, Pols Potten, Tom Dixon, Tekla, Scandle, Branqueta or Sargadelos, are some of which that will offer an interesting variety of articles.
