Gancedo's textiles, decorative papers or upholstery have dressed countless homes since 1945. Also hotels, restaurants and places as relevant as the Congress of Deputies, the Zarzuela palace, corporate headquarters or even Iberia or Iberia airplane seats. of the Transmediterránea ships. His influence has turned it into a brand that is also the living history of decoration in Spain.
But since Gancedo opened on Rambla de Catalunya nearly 80 years ago, many consumer habits have changed. Few Barcelonans go to a store to buy fabric by the meter to make curtains or upholster furniture. Because that work has become the task of interior designers and decorators.
Hence, Gancedo has just reinvented itself with a new showroom in Barcelona (at Pau Claris, 115) aimed at interior design and contract professionals. The company's change in strategy began with the closure of its historic establishment on Rambla de Catalunya last fall. Lowering the blinds of the almost centenary establishment “was not a closure, but a change and a modernization,” explains Beatriz Gancedo, third generation in a family business with an international vocation that produces its exquisite designs in Valencia, with offices in Madrid and Mexico and distributors. in Europe, Latin America, the United States, India, Japan, China, Dubai and New Zealand, among other locations.
Despite the centrality of its previous location and the beauty of its historic interior attracted the eyes of passers-by, the business was no longer selling at street level and was about creating a new space designed to meet the needs of customers. professionals.
“In the new Gancedo in Barcelona they no longer sell,” explained the new CEO of the company, Julián Lázaro, in the presentation of the new space, to highlight that it is a place focused on professionals, although also open to individuals. , by appointment. “The value proposition focuses on a professional audience, we renovate much more than a space, to create a place where you want to be, a space to create,” he concluded.
80% of the brand's current references have been moved to the showroom, which in total has more than 10,000, including its own and those of such renowned international brands as Sanderson, Morris
The old wooden furniture and the characteristic shelves created by Curro Inza for the Rambla de Catalunya location have given way to a light and bright space with multifunctional metal furniture, located in what was a garage and later an architecture studio. The very young team of architects Acto (made up of Maria Figueras, Cristina Marcos and Alejandro Sanjuan), who designed the project, has created “an interactive theater” that is light and dynamic, with an exhibition system designed and designed specifically for the premises, with mobile counters and fabrics suspended from hangers.
Thus, the third generation of Gancedo transforms the company, maintaining the essence and DNA that created it, in the same city from which its concept and vision is now reborn, like an invisible thread to pull to continue being creative by creating and choosing fabrics, papers. painted, carpets, trimmings and much more.
