Urban Revivo Hits Europe
That retail’s old order is currently undergoing something of a shake-up is a very well-established truism, but the quiet arrival of ‘the Chinese Zara’, aka Urban Revivo, in the Westfield London shopping centre is symptomatic of the manner in which this is taking place.
In truth, this deep, 22,000 sq ft, two-floor store, is nothing like anything that comes from the house of Inditex, not least because this is low-lit and terracotta brown has been chosen as the only colour that will be used throughout. Unusually, all of the stock is displayed at one level, thanks to a floor-to-ceiling grid which extends across both floors.
The grid is punctuated by low, mid-shop plinths, used as VM points and the walls are coated in what looks like a rag-washed brown plaster, giving the interior a dark and designerly feel. If this is the first of many, it is a good jumping off point.
It also happens to be the retailer’s first store outside Asia.