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Darial's high retail drama in Barcelona

A new experiential retail store called Dairal has opened in Barcelona, offering designer fashion, art and lifestyle products. 

Gleaming gold-leaf palm trees are dotted throughout the austere concrete halls of Barcelona’s newly opened “lifestyle emporium” Darial. The dramatic design detail illustrates its creative approach to physical retail that fuses modernity and history for a heightened shopping experience.

Founded by Georgian couturier Djaba Diassamidze, the 160,000 sq ft concept store opened on 8 October in the 19th-century Casa Tomas Roger building on the Catalonian city’s Carrer d’Ausiàs Marc. An ecommerce site is due to launch later this month, after Drapers went to press.

It offers around 100 fashion brands across men’s, women’s and footwear, including Raf Simons, The Row, JW Anderson, Haider Ackerman, Jil Sander, Mackintosh, Sacai, Christopher Kane, Isaac Reina, Thom Browne, Qasimi, Acne Studios, Loewe, Viu, Ryan Roche, APC, All Blues, Linda Farrow, Helmut Lang, Drake’s, Veja, Tata Naka, and Mykita. 

Retail prices range from €50 (£44.9) to €5,000 (£4,496) for ready to wear.

Furniture and design brands include Muller Van Severen, Impossible Project, Lomography and Bang & Olufsen. 

The space is divided into a series of “suites”. A stark white backdrop that incorporates ivory carpets and marble flooring in high-ceilinged rooms is contrasted with splashes of colour and opulent details, such as a shimmering black sofa with baroque golden arms. 

A Persian influence pervades the store – Darial means “gate” in old Persian – and arched doorways and folding screens are dotted throughout.

Darial meets today’s shopper’s demand for experiential retail. Contemporary and historic rare books and art are displayed around the store, and it also has a gallery, situated within a raw concrete cloister, which will house temporary exhibitions and collaborations with contemporary artists. Meanwhile, brasserie restaurant Le Leopard, which serves Spanish- and Italian-inspired food, is home to plush velvet banquettes and gold ceiling details. 

An opulent high-concept store in a flexible, experience-focused space, Darial serves a stand-out example of modern luxury retail. With its trendy restaurant and chic exhibition space, Darial situates itself as an experiential destination store for Barcelona locals and international visitors alike – a concept that has proved successful for other luxury retailers such as Browns and Selfridges in London, and Ssense in Montreal.

 

 

The 16,000 sq ft store is located on the ground floor of Casa Tomàs Roger, a 19th-century landmark building in the heart of Barcelona. 

The brainchild of founder and creative director Djaba Diassamidze, Darial is home to a brasserie-style restaurant called Le Leopard, as well art, books, home décor and clothing. 

The cloister-like gallery space will also host temporary art exhibitions and special-edition collaborations with contemporary artists. 

Products sold in store will launch on darial.com later this month. 

 

The Drapers Verdict

In providing a super-luxurious, opulent shopfloor, Darial creates an aspirational environment that aligns well with the brands it stocks and stands out as exclusive, international fashion destination. 

Such a confident store design may not win over all customers and its high-concept, high-art and high-luxury approach could prove alienating for some shoppers – however, in the world of luxury, Darial’s “more is more” approach is sure to win fans in the high-spending echelons of society.

 

 

 

 

 

 

 

 

 

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