22|REPORTAJE After a long walk I get to the center of Barcelona. Here in Plaça Catalunya, where all brands want to settle their local, I find the Mobile Centre of Barce- lona. A space sponsored by Telefónica in order to show the past, present and future of mobile and how thanks to this, has changed the way we interact with the world. In the ground floor, all mobile and technology devices are operational and at visitor’s reach, not a simple dis- play of ‘pretty’ products, but of “usable” products. When going upstairs, the manager gives me a tablet and the basic instructions for discovering the different stories in each of the cubes that make up this space. It is amazing to know that worldwide initiatives are moved by the mobile used as a tool to communicate creative ideas. In another space, I have the opportunity to learn the different phones that have been launched to date, the countries that have opened more lines and which are the most commonly used applications. Thanks to places like this, Barcelona is being recognized as the capital of the mobile. Inevitably, we visit an Apple Retail Store, because, no doubt, they know how the concept stores work. Not only because of how they present their products, but also by how they think about the space to receive the waves of shoppers of all ages who know their history very well, traveling from all over to take a photo at the entrance, explore each ipad, macbook or iphone as his first time. I climb the stairs to see from above the number of customers recei- ved by this store and recognize that there are both clients and assistants always ready to answer any questions and above all, to prevent any client to run out of a table. I walk up Passeig de Gracia, I visit stores like Tiffany & Co, the flag ship store of NIKE, and arrive at Loewe Gallery. I cautiously go through its door and I see an assistant in a formal dress welcoming me and reminds me that you are allowed to take pictures. This place definitely is designed to tell a story of luxury for each product displayed as works of art. In the middle of the gallery I come up to a touch table showing roughly Loewe’s history to the present, and some of their advertising campaigns with stars likes of Penelope Cruz. Then I stroll from the following floors of the ga- llery and I get locked myself in a natural history with golden glow and soft lights. Nothing more relaxing and stimulating to the end of the travel. Loewe connects with the purest essence of its brand, from the material, with an installation of moving silk scarves created by the artist Daniel Wurtzel. To close my route, away from the perimeter of the big stores I move to the Barcelona Roca Gallery; an interac- tive “aquatic ecosystem” created to dive into the life and work of a brand that many know but very few recognize. In the main floor I get to know the hu- man being’s relationship with the toilets across regions and over the years. I am struck by the publicity that made Roca in 1950 and how an issue like the toilet is treated in order to avoid discomfort. The best of Roca was not alone there. The brand works on water management concepts and much of this space wants to raise awareness about its use. That’s why it focuses on showing the reality experienced by some developing coun- tries, which daily suffer social and health problems precisely because deficiencies in access to this resource. For a concept store their best selling is intangible. Is that each of its visitor leaves telling a story about the brand so that it remains alive. The way to develop an experience in a place varies depending on the brand’s personality that they want to portray. Which one is its best strength to be recognized. Then they design an interactive audiovisual experience or often materialize in an exhibition space. No need to do a little bit harsh, just generate a route that allows the visitor to feel at home, cause his curiosity or touch his products to have a more intimate connection with the brand. More information: www.iedbarcelona.es www.grupidea.com ROCA GALLERY BCN by CC