Dimas Gimeno: "For Gen C, if you're not online, you don't exist"

An innovative, interactive department-store featuring augmented reality and AI gadgets? Dimas Gimeno, the former President of El Corte Inglés, has realised this with Wow Concept in Madrid. He spoke to us about it at the GDI's International Retail Summit.
7 December, 2023 by
Dimas Gimeno: "For Gen C, if you're not online, you don't exist"
GDI Gottlieb Duttweiler Institute

Over a year ago, the innovative department-store Wow Concept opened its doors for the first time on Gran Vía Boulevard in Madrid. Dimas Gimeno, the former president of El Corte Inglés, the largest chain of department stores in Europe, sells tech products, fashion and home decor across six floors in various, highly aestheticised themed worlds. The focus is on the experience of interacting with staff and digital gadgets such as augmented reality and AI applications.

Gimeno believes that the reason for the company's success is that it has managed in a very short space of time to create a brand that, in his view, "offers a unique, innovative and differentiated product range" with the added benefit of a good location.

In the interview with him, Dimas Gimeno explains how he wants to attract members of Gen C, who were isolated for so long during the Covid pandemic, what makes department stores special and what challenges they face:


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