Lladró Embraces Phygital With 4D Concept Store  

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Porcelain homewares designer and retailer Lladró has debuted a new US store concept that submerges visitors into an alternate reality

Lladró has announced the opening of a new store in New York, the first in the US with the brand’s new concept, dedicated to showcasing Lladró’s most innovative and groundbreaking creative designs and collaborations.

The interior design of the store, a collaboration between Valencia-based Carmen Baselga Taller de Proyectos and Lladró’s store engineering team, is centred around a walkthrough experience that invites visitors into the world of Lladró through a series of immersive scenes.

Based on different settings, “the store’s interior seeks to establish a dialogue between the visitor and the product through visual, sound, tactile and olfactory conversations,” said Baselga.

The design incorporates movement through changes in light intensity, backdrop screens, and 4D sounds, submerging visitors into another reality. The new store includes diverse scenarios that allow visitors to interact with the products on display through multiple senses.

Additionally, visitors can also experience virtual technology that will provide them with an insight into Lladró’s creative and handcraft processes. This allows customers to see firsthand the amount of high technique, creativity, and attention to detail that goes into the making of each piece. Customers can even travel virtually from New York to the Lladró workshops in Valencia to visit the master artisans and experience their craft, thanks to state-of-the-art technology.

The new store is part of Lladró’s omnichannel strategy, aimed at strengthening different sales channels, both digital and physical. The company wants customers to have the same brand experience regardless of where they shop. With a growing number of customers, particularly young adults, investing in their living spaces, the new location and concept will offer them a chance to curate and acquire pieces that speak to their personal design sensibilities.

The executive director of the Valencian porcelain company, Ana Rodríguez, said that it is not so much a typical store -although almost all the exhibited pieces can be bought- as an exhibition place and “a journey through the senses” (there are pieces that can be touched, smelled and even heard) that seek “an emotional connection with customers.”

Forms and colours are the differentiating elements of the design. Modular divisions create a harmonious layout that guides visitors through the space, while the chromatic spectrum provides a welcoming sensation.

Adjacent to Little Island and a block from the Chelsea Market, the store is expected to attract New Yorkers and visitors alike. This new retail concept is also being rolled out in select Lladró spaces and pop-ups around the world, including Beijing, Berlin, and Venice.