Roca Flagship

For the first time, Roca opens a store on Barcelona’s Diagonal Avenue with a new concept: offering a domestic, approachable experience designed to accompany the purchase of bathroom fixtures and spare parts for the home. The project, designed by Francesc Rifé, who has collaborated with the brand for over twenty years, translates this vision into a restrained and orderly architecture, closely aligned with the timeless character of both.

The glass facade and metal frame act as a membrane between the urban rhythm and a calm interior, where the path is intuitive, designed to accompany rather than guide. The first double-height scenario features black steel elements —a color tied to the brand identity— such as the stairs that distribute uses between the lower and upper floors, including product areas, environments, and private zones. In the same material, the suspended counter is conceived not only as a point of attention but also as an active part of the display. Nearby, an L-shaped videowall projects Roca’s imagery, attracting the eye from the street and stimulating visitors’ senses with moving images.

On the lower level, symbolic gestures, such as the projection of light onto a metal plate on the ceiling, generate moving reflections that evoke the flow of water. Lighting is integrated as an essential element of the project: in some areas, Invisible Black technology by Arkoslight is used, making the light source visually disappear and precisely highlighting the subtlest details; in others, Coco is employed, a lightweight and powerful fixture with qualitative and uniform light distribution and exceptional luminous efficiency (lm/W), enhancing material perception and creating strategic points of interest along the path.

Additionally, Coco is equipped with an Anti-Glare Screen to minimize glare, ensuring greater visual comfort and a more enjoyable experience for visitors.