Lladró Opens Concept Store in New York

Lladró (Valencia, Spain), a creator of porcelain artworks, has opened a new store in New York that’s the first in the U.S. bearing the brand’s new immersive, experience-driven concept. Located at 435 W. 14th St. in the Meatpacking District, the new retail format offers a shopping experience focused on interaction with the brand’s innovations.

“The launch of this new concept store, which coincides with the brand’s 70th anniversary, responds to our mission to continue revitalizing porcelain, delving into its most innovative creative possibilities, and to making it known through experiential spaces like this one in which emotional connections are generated,” CEO Ana Rodríguez said in a news release.

Courtesy of Lladró

The store’s design, conceived by Valencia-based Carmen Baselga Taller de Proyectos in collaboration with the brand’s in-house team, is based on a sequence of walk-through immersive scenes. Modular divisions that play with perspectives help guide visitors through the space, conjuring the atmospheres of fantasy and dreamlike architecture.

Clean lines and soft colors lend focus to Lladró’s offerings, from avant-garde sculptures and lighting to home fragrances and contemporary jewelry. Breaking free from a static relationship between observer and product within the space, movement is generated through changes in the intensity of light, the use of backdrop screens and 4D sounds. Visitors can also travel virtually via screens from New York to Lladró’s workshops in Valencia.