(MENAFN – Editorial) Massimo Dutti opens the doors of its new Flagship store in Amman, Jordan. The store’s 200 m2 of retail space is distributed over 1 floor, split into menswear and women’s collections. Developed entirely by Massimo Dutti, the interior design is based on the use of fresh materials, finishes and lighting. The Italian Serpeggiante marble floor, in beige with a linear grain and laid in a herringbone style, provides a touch of elegance to a setting that mixes modernity and contemporaneity. The lighting has been designed with great attention to detail. Spotlights make the collections the focal point and different lamps add the perfect amount of ambient lighting, creating a warm atmosphere that places the collections centre stage. In this new store, all the details fall into place to consolidate the identity and lifestyle of the brand, transmitting a sense of quality, an inherent value of all Massimo Dutti collections. In this way, the wood furnishings add to the warm atmosphere with a balanced combination of modern tables in the centre with smaller 50s-style armchairs and short pile carpets. In addition to being the Inditex Group’s most advanced eco-efficient store concept, the new store also showcases a series of innovative elements that bring fashion and technology together, elements that Massimo Dutti presented a year ago in its flagship store on Paseo de Gracia in Barcelona. ECO-EFFICIENT STORE The new store is in line with the Inditex Group’s most advanced concepts of sustainability. Electricity consumption has been reduced by 30% and water consumption by 40% in comparison with conventional stores. The eco-efficiency measures implemented include a store lighting system that optimizes the lighting of the furnishings, and the exclusive use of LED bulbs. The lighting system also enables partial lighting of store spaces depending on the time of day and tasks to be carried out, as well as automatic activation when a presence is detected in internal working areas. Optimal air conditioning and ventilation are achieved using thermal insulation, and a ventilation control that varies according to space occupation, calculated using CO2 measurements. The equipment installed employs inverter technology capable of regulating itself depending on the demand for heating or cooling, adapting at all times to consumption needs. The air curtain is controlled by probe and allows three working levels depending on the air temperature on the premises. Finally, control and monitoring devices allow instant distance readings of consumption levels, making it possible to detect and correct any anomaly affecting the use of the facilities and their consumption. ### MASSIMO DUTTI Massimo Dutti was founded in 1985 in Spain as a men’s fashion brand. It launched its first womenswear collection in 1995, offering a variety of styles from the most casual to the most sophisticated and timeless pieces. Today, Massimo Dutti has some 800 stores in 76 countries in Europe, America and Asia. The brand has online store in 37 countries, Switzerland as one of the main markets. The brand belongs to the Inditex Group, one of the world’s largest fashion distributors with more than 7,000 stores in 92 countries across the five continents. Apart from Massimo Dutti, Inditex operates another seven fashion brands: Zara, Pull&Bear, Bershka, Stradivarius, Oysho, Zara Home and Uterqüe.
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