To celebrate the launch of Zara’s new home collection on zara.com (homewares previously lived on a dedicated Zara Home site), the brand has created an immersive pop-up in London’s Shoreditch including a café by acclaimed restaurant Rochelle Canteen. Tucked away behind Old Street, the installation presents new season products in an apartment-like setting, allowing visitors to experience the collection in situ, from the kitchen and dining area to bedroom and bathroom.
Marking a new design direction for the brand’s homeware offering, the range has a less-is-more mindset and has embraced simplicity with a focus on natural materials such as terracotta, timber, rattan and linen. There’s also a move to including more furniture than in previous years, with bar stools, benches, dining chairs and a rattan lounge chair, the latter having already been earmarked a hero piece.
With an eye on conscious consumerism and creating products with longevity, Zara’s design team aimed to create a timeless range of products that are also highly functional, teaming up with Smeg and Belgium cast iron cookware brand Descoware for product collaborations.
Officially available on zara.com from 16th September, visitors have an exclusive preview of the collection and can shop as they explore the apartment via QR codes.
Friday 13th September-Sunday 15th September: 10:00–16:00, Shoreditch Electric Light Station, Coronet Street, London, N1
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