Spanish architecture firm El Departamento has partnered with fashion retailer Bershka to create an innovative concept store in San Sebastián that merges Japanese and Basque architectural traditions. The new store, located at 3 Fuenterrabia Street, is built around the concept of "UchiEtxe," which combines the Japanese domestic aesthetic of "uchi" with the traditional Basque house known as "etxe." This unique approach creates a meeting point between two distinct cultural design philosophies while reinterpreting Bershka's brand identity through a contemporary spatial framework.
The store design reflects San Sebastián's cosmopolitan character by transforming an existing retail space into a permeable environment that emphasizes the connection between indoor and outdoor spaces. Large windows throughout the store enhance this relationship, creating an open and inviting atmosphere for shoppers. The architectural concept draws heavily from the traditional Basque farmhouse typology, organizing the retail space as a sequence of interconnected rooms without conventional corridors, which creates a sense of spatial continuity throughout the shopping experience.
Music serves as the central organizing theme for the store's interior design and customer journey. Visitors move through several distinct areas, each incorporating visual and spatial elements related to music culture, which has become a consistent reference point in Bershka's brand language. These spaces include an entrance hall featuring gold records, a recording studio area, a hi-fi room, and a dedicated BSK zone. The fitting rooms take inspiration from the teenage bedroom typology, reflecting spaces commonly associated with early personal expression and self-discovery.
The material palette and lighting design support the music-infused concept throughout the store. El Departamento's design team selected light-toned materials for the ground floor to establish a bright, welcoming environment that encourages browsing and social interaction. In contrast, the lower level, which is dedicated to menswear, adopts a more immersive and intimate atmosphere. Custom lighting installations, vinyl details, and carefully chosen materials all contribute to the thematic framework while supporting the store's functional requirements.
The furniture and merchandising systems are designed to be modular and adaptable, supporting flexible product displays while reinforcing the relationship between local cultural references and global design influences. This approach allows the store to adapt to seasonal changes and different product launches while maintaining its distinctive character. Throughout the project, traditional motifs from both Japanese and Basque cultures are placed in dialogue with contemporary design elements, creating a unique retail environment that honors both heritage and innovation.
The San Sebastián store represents Bershka's commitment to creating retail environments where design, music, and cultural context converge meaningfully. The project demonstrates an approach to retail architecture that successfully merges local identity with an international outlook, creating a shopping experience that resonates with both local customers and international visitors. This innovative concept could serve as a model for future Bershka locations, showing how global brands can authentically connect with local communities through thoughtful design and cultural sensitivity.
