Bershka, the Spanish casual chain of stores owned by Inditex, recently launched DNM Lab, a temporary store experience hosted in its Milan flagship store on Corso Vittorio Emanuele within the September edition of Milan Design Week. The project was carried ahead as a collaboration with Jeanologia, a specialist in denim treating technology.
Bershka DNM Lab presentation at the Milan Store
For the occasion, customers could buy a jean or a denim jacket for €59.90, choose how to customize it in-store by adding their favorite patterns, aged areas and ripping obtained through laser treatment. They could also choose buttons and a back label and have them applied on the garment at the end of the process.
Bershka DNM Lab area
The overall customization and treatment took 45 minutes, including the washing and drying phase. The aim of the project was to optimize all the treating steps to reduce waiting time to 30 minutes and reach 100 customized pieces per day.
In addition to attracting customers to the store, have them interact directly with the brand and make them feel unique and part of the creative process of their denim item, the initiative was also meant to teach them about a sustainability component of the project. In fact the garments sold for DNM Lab were all from the Bershka Join Life collection made with 100% organic cotton and treated with laser technique, that uses little water, while all the water used for the washing process was filtered, cleaned and entirely recycled for treating other garments.
Jeanologia laser customization process preparation
Similar projects might also be hosted in other worldwide Bershka stores in the future, although the company didn’t disclose any further details.