Roca Flagship

Roca opens its first store on Barcelona’s Diagonal Avenue with a new concept: a welcoming, home-like experience that guides customers purchasing bathroom fixtures and replacement parts for their homes. Designed by Francesc Rifé, whose collaboration with the brand spans more than twenty years, the project expresses this vision through restrained, orderly architecture that reflects the timeless character shared by the designer and the brand.

The glass facade and metal frame form a membrane between the rhythm of the city and a calm interior, where an intuitive path accompanies visitors rather than directing them. The initial double-height space features black steel elements—a color linked to the brand’s identity—including a staircase connecting the lower and upper floors, with their product areas, room settings, and private zones. Crafted from the same material, the suspended counter serves as both a service point and an integral part of the display. Nearby, an L-shaped video wall presents Roca’s imagery, catching the eye from the street and engaging visitors’ senses through moving images.

On the lower level, symbolic gestures, including light projected onto a metal ceiling plate, create shifting reflections that evoke the flow of water. Lighting is integral to the design: in some areas, Arkoslight’s Invisible Black technology makes the light source visually disappear, revealing the finest details with precision. Elsewhere, Coco, a lightweight yet powerful fixture, delivers high-quality, uniform light distribution and exceptional luminous efficacy (lm/W), enhancing the perception of materials and creating carefully placed points of interest along the route.

Coco also features an Anti-Glare Screen that minimizes glare, providing greater visual comfort and a more enjoyable experience for visitors.