Housed in a historic 18th-century building in Lisbon’s Praça Dom Pedro IV, popularly known as Rossio Square—one of the most emblematic locations in the Portuguese capital—the new Zara store, which opened its doors in September, is the latest example of the brand’s ambitious new retail concept: expansive flagship stores featuring ‘boutique’ spaces and unique experiences, including in this case a pastelaria, a patisserie serving traditional pastéis de nata (Portuguese custard tarts). In a collaboration with the acclaimed pastry atelier Castro, ‘Zara by Castro’ seamlessly marries heritage and modernity, thanks to the thoughtful renovation by Contacto Atlântico and Elsa Urquijo Architects, and the bold scenography and playful visual identity developed by Wozere Studio.

Straddling Praça Dom Pedro IV and Praça da Figueira, the historic building was constructed in the 18th century in the Pombaline style, named after the Marquis of Pombal, who led the city's reconstruction following the devastating earthquake of 1755. During the three-year renovation, the architects meticulously restored the building's rich architectural heritage, from its stone-carved façades and grand staircases to decorative details like ceiling frescoes, stucco mouldings, and over 20,000 traditional tiles.