Bershka debuts futuristic AR mirrors in immersive new Trafford Centre flagship

Bershka has unveiled a new 1,200 sq. metre flagship at Manchester’s Trafford Centre, introducing one of its most immersive and technologically forward retail concepts to date.

At the heart of the launch is the debut of AR Mirrors - an augmented reality experience, designed to reimagine the try-on process for a digitally native audience. Available exclusively at the Trafford Centre for a limited time, the AR Mirrors allow shoppers to virtually try on products using real-time Snapchat filters developed especially for the brand. Customers simply stand in front of the mirror to activate the experience, with no need to step into a fitting room.

A QR code on the mirror links directly to Bershka’s Digital Fitting Room where users can continue their virtual styling sessions and share the results across social media - on-brand for Gen Z shoppers.

The mirrors are just one part of a wider store concept that showcases Bershka’s full commercial range across three distinct collections: Bershka, BSK and MAN. It also showcases its collaboration with streetwear brand Ecko Unltd, which has a dedicated space in-store.

Designed to align with the architectural character of the Trafford Centre, the layout creates three separate spaces with their own entrances and material palettes.

The opening also marks the latest phase of the Bershka Music project, a cultural initiative in partnership with UK-based radio platform NTS. To celebrate the launch, NTS live-streamed from inside the store via a pop-up radio station created for the occasion. Rising artists such as Thoom featured in the broadcast, curated by producer and DJ Sega Bodega, who also performed at an exclusive Bershka event at Manchester venue SOUP.

Bershka's sister brand, also under the Inditex portfolio, ZARA’s has just unveiled its newly relocated 32,000 sq. ft flagship in the same shopping centre, which showcases the brand’s latest high-tech store concept. Featuring interconnected rooms, omnichannel integrations and automated return stations, the new ZARA space reinforces Inditex’s strategy of blending innovation, sustainability and elevated store design.

Together, the new Bershka and ZARA stores demonstrate how immersive tech is becoming the future of fashion retail.