As Desigual had announced to FashionMag.com last December, its new shop-showroom concept has now been launched. After (obviously) choosing Barcelona as the location for the new store, the Spanish brand has named it ‘la vida es Chula’ (life is cool). Found at 33 Casp Street, the new 800 m² space showcases 1,200 items in 25 different areas.

Desigual's new shop-showroom concept

Desigual conceived the place like a “huge bazaar where one finds, in a sort of happy disorder, travel memories from various places with the antique furniture, works of art, Turkish rugs, retro chest-of-drawers or even a collection of vases. The Murano lamps and walls decorated with bamboo poles serve as a contrast to the areas with a more romantic atmosphere and warm, delicate lighting. Even bottles containing notes with positive messages hang from the ceiling, transforming it into a huge glass archway.”

Customers can experience the brand in twenty five different areas

Shoes and accessories are also available

Desigual’s shop-showroom is also adapting itself to new shopping trends. There will be no salespeople but only personal-shoppers who have studied the collections and can assist customers in their purchases. Instead of making their purchases at the store, which does not stock items, customers will use digital tablets to place their orders and will have the products delivered to their homes (or hotel room) within 48 hours, whether it is Spain or any of the other countries covered by the brand’s online store.

The store will showcase 1,200 models

While many companies offer free delivery on their websites, Desigual only does that with purchases over 100 euros. This way, the brand hopes that its online sales will soon represent 10% of its turnover, which reached 440 million euros at the end of fiscal year 2010.