Inditex owned Spanish casual chain of stores Bershkahas has launched DNM Lab, a temporary store experience in its Milan flagship store on Corso Vittorio Emanuele within the September edition of Milan Design Week. The project has been developed in collaboration with Jeanologia, a specialist in denim treating technology.

The project offers customers an opportunity to buy a jean or a denim jacket for €59.90, choose how to customize it in-store by adding their favorite patterns, aged areas and ripping obtained through laser treatment. They can also choose buttons and a back label and have them applied on the garment at the end of the process.

The overall customization and treatment takes 45 minutes, including the washing and drying phase. The project aims to optimize all the treating steps to reduce waiting time to 30 minutes and reach 100 customized pieces per day.

In addition to attracting customers to the store, have them interact directly with the brand and make them feel unique and part of the creative process of their denim item, the initiative was also meant to teach them about a sustainability component of the project.

DNM Lab also plans to host similar projects in other worldwide Bershka stores in the future.