In Barcelona, a city celebrated for its vibrant culture and architectural beauty, the new Gimaguas store conceived by designers Guillermo Santomà and TEST, emerges as a focal point of modern retail design.
This venue transcends the traditional concept of a store, offering a dynamic and engaging experience that mirrors the evolving landscape of urban retail spaces.
Growing up in a family devoted to the transformation of Natura from a modest importer to a renowned retail powerhouse, Claudia and Sayana Durany were deeply influenced by their parents' innovative spirit. This foundation inspired them to launch Gimaguas, a brand synonymous with spirited, handcrafted fashion. The brand's transition from an online-only presence to establishing its first physical location is a bold move, reflecting a strategic embrace of both their roots and their global audience’s desire for tangible interactions.
The Gimaguas store in Barcelona is strategically located near the bustling Paseo de Gracia, occupying a space that stretches long and narrow. The design collaboration between TEST and Guillermo Santomà transformed this challenging geometry into an advantage, creating a guided, linear flow that leads visitors through the store. This pathway not only directs the movement but also enhances the narrative of the space and the stories behind the products.
Upon entering, the journey begins with an imposing stone archway that transitions into an interior where the raw textures of stone continue. The blend of cozy and industrial elements is not just visually stimulating but also reflective of the brand's ethos—combining the handmade with the sleekness of modern design. The walls, covered in a concrete fabric, are more than just structural elements; they serve as a canvas that reflects the brand's commitment to innovative, sustainable materials.
The central area of the store, where the light converges and the eyes are naturally drawn, showcases the Gimaguas collection. Each piece is displayed not merely as part of a collection but as a part of a larger, interconnected narrative of craftsmanship and artistic collaboration. The detailed, hands-on process of setting the store—from the moistening of the concrete fabric to the strategic lighting installation—echoes the brand's dedication to creating immersive experiences.
"We value our deep connections with diverse artists, which enriches our creative process," says Claudia. This collaborative spirit is palpable throughout the store, where every element has been carefully considered to create an environment that is not just a store but a gallery of experiences and expressions.
