Project 05 / 08 — Experiential Retail
Mango — Experiential Retail
Client
Mango, Barcelona
Role
Strategic Designer, Experiential & Brand
Sector
Fashion / Sustainability
Year
2022
Context
I was brought on to explore a new experiential retail and product strategy for Mango's flagship store in Barcelona.
The brief was wide open: rethink the role of the space, align it with Mango's Mediterranean heritage, and design something that could inform future business models. Solo project, pitched directly at Mango HQ.
The Proposal
Close the men's line on the lower floor. Replace it with three modular, co-creative workshops.
Ground Floor — 0 (As Is)
Lower Floor — −1 (Proposed)
These sessions let Mango gather rich insight directly from customers — grounding product creation and future lines in participatory data rather than assumptions.
Customer Journey Map
The existing trip runs cold well before checkout — that's the moment the workshops are designed to interrupt.
| Stage | Pre-Shop · 0 min | Shop · 15 min | Post-Shop · 5 min |
|---|---|---|---|
| Customer Experience | Hears from friends, sees online adverts | Compares prices, searches nearby stores | Selects payment, claims points |
| Touchpoints | Social media, word of mouth | Brick & mortar, app, website | App, website, email |
| Pain Points | Not all clothes are sustainable | Not much choice in sustainable items | Loyalty doesn't feel personal |
Emotional Curve
Persona
Isabella shops out of necessity, not desire — the workshops give her a reason to want to be there.
Isabella Alcaraz
Age 26 — Barcelona, Spain
Income 1,100€ — lives alone
A freelance job seeker who shops mainly when it's necessary — but knows she has to be well dressed for interviews. Not much choice in sustainable items, and clothes lines that don't fit her working life.
"78% of millennials choose to spend money on a desirable experience over buying something desirable."
Outcome
Delivered the full transformation pitch one-on-one at Mango HQ
Proposed a business model shift from fast fashion to slow, insight-driven co-creation
Merged Mediterranean lifestyle aesthetics with actionable commercial outcomes
Embedded emotional resonance into every design decision