Editor’s Note
This article highlights TOUS’s tribute to Barcelona, where it opened its first store over three decades ago, by launching a renovated global flagship on Paseo de Gracia. The new concept introduces The TOUS Room, a collaborative space reflecting the brand’s evolution in the changing jewelry retail landscape.
More than thirty years after TOUS first opened a store on Paseo de Gracia, the brand pays tribute to the city that opened its doors to the world by inaugurating its renovated global flagship store on Paseo de Gracia. This new concept, unique in the world, incorporates for the first time a space open to dialogue and collaboration: The TOUS Room.
In the era of transformation the jewelry sector is experiencing, physical stores play an important role, becoming much more than a space to buy; they become a place to live sensory experiences that a fast-paced digital world can no longer provide. The act of purchasing involves feeling that we are part of the same universe and establishing relationships meant to last.
In this scenario, CASA TOUS, the new global flagship store on Paseo de Gracia, is not only a tribute to the brand’s jewelry legacy and the city’s identity, it is a space for all jewelry lovers seeking to experience something different.
The store, spanning over 150 square meters, is located at number 99 Paseo de Gracia and will feature spaces dedicated to the group’s three concepts: TOUS, the TOUS Atelier line, and the experimental jewelry brand SUOT Studio.
In its design, the space is a celebration of Barcelona and the company’s more than one hundred years of jewelry expertise. The Barcelona identity becomes the narrative axis through subtle furniture elements and materials inspired by the city’s architecture and artisanal legacy, reclaiming modernism as an identity marker through reinterpreted traditional techniques like *trencadís*, latticework, and stucco.
The space also draws from jewelry tradition with decorative elements and visual narratives connected to the brand’s legacy. The large jewelry workshop, visible from the street, is open to the public, allowing observation of the creation processes in real-time and offering customers the opportunity to co-create, personalize, and revitalize their pieces through the Craft & Care service. This space will also host the Metier experience, which allows customers to create their own jewel from scratch with the guidance of an expert artisan.
TOUS’s new global flagship incorporates for the first time The TOUS Room, a space for dialogue and collaboration open to other brands and creators. This platform, unique to CASA TOUS Barcelona, invites creatives, artists, designers, brands, or innovators to take control of the space temporarily, transforming it into a place where anything is possible.
The first guest to this house open to the world will be SUOT Studio, TOUS’s experimental jewelry brand, which will inaugurate the space with “Refracta,” an immersive installation that transforms light into a living body inviting inner renewal. This experiential space by SUOT Studio will remain open until December.