Tous revolutionizes its store concept with a new ‘flagship’ on Paseo de Gracia (Barcelona)

The luxury jewelry group TOUS has inaugurated its new global flagship store ‘CASA TOUS Barcelona’, located on Paseo de Gracia. The company has highlighted that it has 150 square meterslocated at number 99 of the aforementioned Paseo de Gracia and which will have spaces destined for the three lines of the jewelry group: Tous, Tous Atelier and experimental jewelry brand ‘Suot Studio’. In the jewelry group they value what they describe as “a unique concept in the world” and they point out that “it pays tribute to the maraca’s jewelry legacy and the identity of the city, and incorporates for the first time a space open to dialogue and collaboration, The TOUS Room.”

In this way, the company pays tribute to the more than 30 years that have passed since the opening of the first TOUS establishment on Paseo de Gracia, and that also serves to pay tribute to the city of Barcelona. All of this, “through subtle elements of furniture and materials inspired by the architecture and artisanal legacy of the city” recovering the modernism through the recovery of traditional techniques such as lattices, trencadís and stucco.

New experiences

Among the new features of the new establishment is a large jewelry workshop, which is visible from the street and is open to the public. What allows us to closely observe the different creation processes and opens up to clients the possibility of “co-creating, personalizing and revitalizing their pieces through the service.” Craft & Care”. Likewise, the ‘Metler experience’ which allows clients to create their jewel with their own hands from the beginning of the process together with an expert craftsman.

The new store also has, for the first time, the new space ‘The TOUS Room’ with whom you want to promote dialogue and collaboration with other brands and creators. This platform will serve to invite creatives, artists, designers, brands or innovators to use this part of the store temporarily, to design and experiment with new ideas and projects. “The first brand invited to this house open to the world will be SUOT Studio, the experimental jewelry brand of TOUS”point out from the well-known jewelry group. It will do so through an immersive installation ‘Refacta’ with which light will be transformed into a living body that invites inner renewal.