Consumption Without queues and on the hunt for tourists: this is the largest Zara in the world, the first opening of the era of Marta Ortega
It's five minutes to 10 on a "historic" day.
The largest Zara in the world opens its doors in the Edificio España and three girls wait by the door, cold and sleepy.
"I can't take it anymore," says one of them.
Windy.
They have been at the door since nine in the morning and the thermometer shows eight degrees.
They are not the only ones.
Another 40 people want to be the first to go to the four floors of one of the emblems of the city.
Although the place as such matters little to them.
"Obviously, we always buy from Amancio," says one of her friends.
It's 10 o'clock.
Magic hour.
"I'm dying".
"Come on, come on, come on," comes an impatient voice from behind them.
The doors finally open.
The workers welcome the girls, a father with his two girls and the rest of the clients to applause
.
One of the employees cries with emotion while she applauds.
There is no story without mobile.
Those who enter do not take their finger off the record button.
Highest moment to immortalize: «My goodness», «congratulations»... the impatient ones turn excitedly to the employees who welcome them.
Fast, nervous, excited... Buyers and workers.
For some it borders on the biblical.
There are two days left before the start but it already seems like the first day of the liturgical week.
The workers are dressed in white.
Is it the entrance to heaven?
For many it really is
.
Three minutes after opening, the first buyer leaves.
Devotion.
People shop at the new ZaraÁ.
NAVARRETE
The entrepreneur's team has also thought of agnostics.
“Know your store” is one of the insignia of this opening, its QR code, which conveys that certainty in each column.
An interactive map shows every point, section and corner of the 8,000 square meters.
But no one is lost.
Little profanity is heard
.
Design and architecture have been pampered in every corner of the store.
"You have to achieve beauty, I like people who are kind, who are beautiful," one woman tells another in an almost artistic tone, surrounded by bras.
The design team of the lingerie space says that they have thought of every detail, so that it transcends: «They are special embroideries, French lace».
No padding or
push-up
.
Beauty, for the team, is in "showing the body of a natural woman, just accompanying it, so that it is as it is, without artifice".
At 11.51 -during working hours- there are more and more people.
For the first time in the morning there is a girl sitting on the sofa, disdainfully looking at her mobile.
And the first blasphemy appears: "It seems to me the same as always."
A boy tells his friend as they continue on their way to the man plant.
Interior of the Zara store in Plaza de EspañaÁ.
NAVARRETE
From its inception, this new opening was accompanied by the certainty that technology was coming as salvation.
The eternal queues would end.
The incorporation of self-checkouts and the collection of
online
orders through a robot have made it the protagonist of headlines such as "the most technological store".
False belief.
Both in testers and in the acclaimed boxes without an employee, the queue is constant.
«But this goes in turn?».
The unknown, the novelty.
And the second blasphemy.
"How many jobs did that kill?" asks a man, pointing to the Pay & Go machines.
The applause, the tears and the devotion contrast with the unbelievers who at one no longer abound.
By then there will not be a needle in the first plants.
Half of those who walk carry at least two garments on each arm.
Most of the employees look at each other knowingly every time they pass each other.
Excited, nervous or in the tranquility that it is history: they are already there.
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