That the Virgen del Pilar is one of the great symbols of Zaragoza is no discovery. Its presence is part of the identity of the city and does not go unnoticed by those who arrive from abroad. The latest to resort to it has been Álvaro Moreno, who has taken advantage of the renovation of what was his first store in the Aragonese capital to throw a particular nod to the patron saint.
The men’s fashion firm is immersed in several transformation works in one of the great shopping centers in Zaragoza, where part of the store remains hidden these days behind an enclosure. Above it can be read a great «next opening» that, far from announcing a new landing of the brand in the city, anticipates the new stage of a store that will grow in space.
But before discovering the result of the works, Álvaro Moreno wanted to leave his stamp on that provisional space. He did so with a phrase that is difficult to separate from Zaragoza: «We thank the Lord, embracing your Pilar. May it be for the glory of God!»
A MESSAGE TO PILAR AS THE WORKS PROGRESS
It is not the first time that Álvaro Moreno has taken advantage of an opening or the transformation of one of his stores to send his own message. The firm has already resorted to this type of phrase in other parts of Spain, as happened in Seville, and now it has chosen to adapt the formula to the city.
In Zaragoza, the prominence inevitably falls on the Pilar. The brand has thus resorted to one of the most recognisable elements of the Aragonese capital to turn a simple brick enclosure into a local nod while preparing the new image of its establishment.
The works will expand the space that the firm currently occupies in Puerto Venecia, although for now it has not been announced when the renovation will be completed or when the renovated store will be able to open.
Until that moment arrives, Álvaro Moreno has already found a way to be noticed on the other side of the works. Before showing its new store, the firm has decided to give a nod to one of the symbols par excellence of Zaragoza.
