The chosen stage for the latest Massimo Dutti fashion show is one of its most emblematic flagship stores: Paseo de Gracia, 96— right in the heart of Barcelona. The store, located in a building that is a tribute to Catalan Modernism, was restored to its former splendour thanks to the brand’s renovation and heritage recovery works.
The Massimo Dutti flagship store is the epitome of the cutting-edge design associated with the brand’s essence and evolution over the last decade. Its 2,000 m2 features the WOMEN’S, MEN’S, BOYS’ & GIRLS’ and PERSONAL TAILORING collections, as well as the LIMITED EDITION collections, all presented under a new boutique concept that includes the latest technological advances. All of the collections are showcased in an impressive interior where innovative architectural and decorative elements are combined with the original features of the building.
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One of the rooms on the main floor houses the Limited Edition collections. As the name implies, this includes exclusive pieces only available in certain stores, such as this one.
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Asunción Bastida
The golden age of haute couture
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Around the 1950s, the main floor was occupied by the haute couture label Asunción Bastida, recognised as one of the so-called Big Five, along with Pedro Rodríguez, Manuel Pertegaz, Santa Eulalia and El Dique Flotante; all of them were creators of the Haute Couture Cooperative, responsible for re-expanding the fashion sector, something that was needed during the post-war years.
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The already-existing stairwell from before the renovation work was modified to incorporate a visible elevator that stops before the upper coffered Artesonado ceiling.
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Ramón Casas i Carbó
A cutting-edge artist
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A painter, draftsman and poster designer linked to impressionism who promoted Catalan modernism; Ramón Casas was an outstanding portrait painter who, in terms of aesthetics, looked to Paris. He lived there for several years until, on his return, he settled into his house— a studio he had commissioned Antoni Rovira i Rabassa to build in Barcelona at Paseo de Gracia 96, the nexus of modernity in the city.
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The new Massimo Dutti store is in line with a new concept of commercial space where everything consolidates the identity and lifestyle of the brand, transmitting values such as quality and exclusivity, values inherent in all its collections. On the main floor, the lounge of the old Carbó House, which is presided over by the old fireplace, exhibits the various Massimo Dutti accessory collections.
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INTERIOR GARDEN
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At the end of the store is the beautiful interior courtyard, restored to its former splendour. The prestigious British landscapers Harry and David Rich were responsible for a haute couture project that was completely in synch with both the historical characteristics of the building itself, as well as the soil’s geological conditions to ensure that all selected species thrive.
VINÇON
Icon of modernity and design
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In 1941 Enrique Levi and Hugo Vinçon chose the ground floor of the building for the opening of the first Regalos Hugo Vinçon gift shop. A year later the Amat family joined the project which, under the name of Vinçon, would set the standards of modernity in Barcelona until it closed in 2015.
During this period, some original decor elements of the building were preserved, such as the magnificent fireplace, an important part of the home, and the impressive interior patio; today, they are still present in Massimo Dutti’s flagship store.
