A Cinematic Retail Experience Across Five Global Cities
ZARA’s collaboration with Marisa Berenson has been extended into a global retail installation, with “The House of Marisa” presented across stores in Madrid, Paris, Milan, New York and Tokyo.
The installation centres on a large, geometric kaleidoscope structure combining mirrors, digital screens and lighting. The structure serves as the main architectural element of the retail presentation, with the campaign film integrated directly into the display.
Reflective surfaces surround and form part of the central structure, creating multiple views of the film and the installation itself. The use of mirrors also expands the visual field of the display, allowing the central element to be seen from different positions within the store.
The campaign focuses on Berenson’s career across fashion, modelling, cinema and art. Her image and archive are incorporated into the retail environment through the audiovisual content, rather than being presented solely through conventional campaign graphics.
The product presentation is integrated into the installation. Selected looks from the collection are positioned on backlit podiums, while the collection is also displayed on black mannequins. The fixtures are set against a warm lighting scheme inspired by sunset tones, creating a consistent colour environment around the product and audiovisual elements.
Lighting plays a functional role across the installation, defining the display areas and working with the illuminated podiums, screens and reflective surfaces. The combination of direct and reflected light is particularly visible around the central kaleidoscope, where the different elements of the installation overlap.
The project also required the development of a repeatable production system for five different international locations. Acierta Retail was responsible for the technical development, production and installation, coordinating the execution across Madrid, Paris, Milan, New York and Tokyo.
From a production perspective, the installation brings together several disciplines within a single retail structure: scenography, lighting, audiovisual integration, display fixtures and installation. The central kaleidoscope, digital content, mirrors and illuminated podiums were developed as coordinated components rather than as separate elements of the store presentation.
The international rollout required the installation to maintain the same core design and technical specification across each market while being adapted to individual retail environments.
“The House of Marisa” is therefore both a product presentation and a campaign installation, using the physical retail space to connect ZARA’s collection with Berenson’s broader cultural profile. Its defining elements — the kaleidoscope, mirrored surfaces, film, black mannequins and illuminated podiums — form a consistent visual system that was reproduced across five cities.
For ZARA, the project extends the Marisa Berenson collaboration beyond the garment itself, incorporating architecture, moving image and lighting into the retail presentation. For Acierta, it represents a multi-market technical production in which a single creative concept was translated into installations across Europe, the US and Asia.
