Etnia Barcelona released official images of its flagship store by Santa Maria del Mar (El Born, Barcelona) in April. Remodelled by Jordi Tió, the project also involved interior designers – Lázaro Rosa-Violán, the design studio behind some of Barcelona’s most fashionable hotels and restaurants, including Boca Grande, El Nacional and Soho House Barcelona. Eyestylist visited the building in August 2017.
Etnia’s flagship store extends the brand identity of the Barcelona label in a stylish design focused building with two shop floors, showrooms, workshops, a terrace and a bar/entertainment space at the rooftop, with beautiful views over the city. Owned by David Pellicer, and created over 17 years ago, the Spanish eyewear label has become a top-selling European brand across the world – after particular success in France, as well as further afield, in the US and S. America.
The remodelling of the building was led by Jordi Tió, a design expert related to the design world of Vinçon (a former retail company in the Catalan city) and architect of the Barcelona and Berlin Camper Hotels, amongst others. The work involved the demolition of several bearing walls to create diaphanous spaces in the old building, as well as the lift well, running from top to bottom, with views of the different floors of the store. The façade has been strictly preserved, right down to the colours, respecting the original appearance of the building.
The shop interior speaks for itself. As well as some ‘Catalan’ touches in the colourful details – the elegant lift is based on a classic Barcelona ‘ascensor’, the individual spaces offer a pleasurable experience for browsing and trying on frames, with recurring themes: furniture and mirrors with the feel of an old-fashioned barber’s shop, and central “bar” areas with mirrors and vintage “objets” – recovered from old optical stores -, flowers and glass dome displays.
The furnishings and lighting portray a 1940s style, referencing different trades and spaces. From old operating theatre lights to a jeweller’s work bench or theatre dressing table with its light mirror, to create a kind of backstage feeling. The store also stocks art monographs and photography books, to underline the brand’s relationship with the world of the arts, a focus for many of their limited edition sunglasses. www.etniabarcelona.com Eyestylist.com wishes to thank Noemi at Etnia Barcelona for arranging a tour of the store. CN