DNM Lab, a temporary shop experience hosted in Bershka’s Milan flagship store on Corso Vittorio Emanuele during the September edition of Milan Design Week, was recently introduced by Inditex’s Spanish casual clothing chain Bershka. The initiative was completed in partnership with Jeanologia, a denim treatment technology specialist. Customers could purchase a jean or denim jacket for €59.90 and customize it in-store by adding their preferred patterns, aged areas, and rips obtained by laser treatment. They could also select buttons and a back label, which would be put to the garment at the conclusion of the process. The whole time for customisation and treatment, including washing and drying, was 45 minutes. The project’s goal was to optimize all of the treating procedures in order to reduce waiting time to 30 minutes and achieve a daily production rate of 100 bespoke pieces.
The effort was also aimed to teach customers about a sustainability component of the project, in addition to luring customers to the store, having them interact directly with the brand, and making them feel special and part of the creative process of their denim item.