Craft, Curation, and Calm: Lessons from the TOUS Flagship in Barcelona
As part of the Shoptalk Europe Shopwalks retail safari series, I had the opportunity to visit the TOUS flagship jewellery and accessories store on Rambla Catalunya in Barcelona - a beautifully executed retail space that brings together heritage, modern retailing, and customer-centric design. Here's what stood out to me and why this space is worth noting for anyone interested in the future of physical retail.
1. Curated Category Selling
TOUS understands that jewellery is deeply personal, and their flagship reflects that with clearly curated displays that help shoppers imagine how different pieces work together. Bracelets, earrings, necklaces, and rings are merchandised not just by category but by look and feel, making it easier for shoppers to create an entire look in one zone.
2. Visual Merchandising That Works Hard
From the moment you walk in, there's a sense of calm and clarity. The visual merchandising is elegant, and every detail is considered. Items are presented at just the right angle and elevation, giving the shopper maximum visibility and easy access. Fixtures are thoughtfully designed - clean lines, modular drawers, and a flow that guides your journey naturally.
3. Lighting That Elevates the Experience
Lighting plays a critical role in retail, especially with jewellery. Here, the lighting feels purposeful - illuminating the brilliance of each piece without creating glare. It adds to the calm aesthetic while also making it easier for shoppers to appreciate the detail of each item.
4. Craftsmanship Front and Centre
TOUS has deep roots in artisanal craftsmanship, and they proudly celebrate that. The store features a dedicated area showcasing TOUS Craft & Care, giving visitors a window into the brand’s repair and sustainability ethos. Staff shared how every piece can be maintained, upcycled or given a new lease of life - reinforcing brand trust and product longevity.
5. Seamless Use of Digital
Digital touchpoints were used sparingly, but meaningfully. Rather than overwhelming the space, they were placed strategically to inform or inspire - for example, highlighting promotional offers, storytelling, or behind-the-scenes craft videos. In this environment, digital played a supporting role, never detracting from the product.
6. Storytelling Through Space
Every corner of the store felt intentional. The brand's heritage was layered in subtly - not overwhelming the shopper, but always reminding them of TOUS's legacy and quality. Signage and display copy focused more on emotion and connection than on price, creating a sense of aspiration rather than urgency.
Final Thought
The TOUS flagship store in Barcelona is a great example of how modern retail spaces can inspire without overwhelming. It blends physical and digital elements thoughtfully, celebrates the human hands behind the brand, and ultimately makes it easy for shoppers to fall in love with the product. For brands looking to evolve their physical retail experience, there are plenty of lessons to be learned here.
Thank you to Sacha Ballesteros, our TOUS host on the day for his fantastic hospitality and to the Shoptalk Europe team for including this stop on the Shopwalk tour series.
A special thank you to Focal Media, my sponsors for Shoptalk Europe, for enabling me to be their eyes and ears on the ground. Experiences like these allow me to gather insights on how brands are turning stores into storytelling stages — and bringing retail theatre to life.
A truly inspiring visit. When you are next visiting the beautiful city of Barcelona, make sure to visit this store.
About the Author
Sharon Yourell Lawlor is a retail strategist, global keynote speaker, and founder of Think Plan Do Consulting - a consultancy that helps brands and retailers become more strategic about how they connect with today’s modern shopper. Through keynotes, retail safaris, and training programmes, she shares practical insights and tools to create best-in-class customer experiences across physical and digital retail.
🔗 Learn more at www.tpdconsulting.ie
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Thanks a lot for sharing these takeaways! I wonder that you've mentioned the Digital Signage, but there was no mentioning of the Clienteling solution. Don't they have some technology for a more personalised in-store service and messaging? I thought all luxury brands are already using some app in 2025 for such needs.