El Santo Store, Barcelona - Retail Design

Location: Barcelona
Year: 2024
Client: El Santo

We designed The House of El Santo, the first store by El Santo in central Barcelona. Working closely with the client, we shaped a design that reflects their brand identity. We carefully sourced unique antique furniture and lamps, adding distinctive character to the space. Every choice—from materials to layout—was made to capture the brand’s personality and create a memorable retail experience.

The store is thoughtfully divided into three interconnected spaces, each representing a unique chapter in the story of "El Santo" -a symbolic figure at the core of this design:

1. Entrance: Reception and Showcase of Featured Apparel 

Upon entering, visitors are greeted by an expansive, open space that serves as a reception and display area for El Santo's highlighted merchandise, primarily T-shirts and hoodies. The minimalist approach, clean lines, and strategic lighting demand attention, drawing it immediately to the apparel, creating a gallery-like ambience that celebrates these staple pieces. The sense of openness encourages guests to pause, observe, and absorb the essence of El Santo's brand.  

2. The Transition: Office of "El Santo"  

The journey continues into a transitional zone that powerfully evokes crossing into the world of the store's imaginary protagonist, "El Santo".  This area contains a small office space that combines practical work elements with a touch of mystery and storytelling. The office that a young “but not that good” man received as a heritage. This space is the symbolic heart of the store. It reflects the personality and lifestyle of El Santo through carefully curated artefacts, work-related pieces and decorative touches that humanise and deepen the character's story.  

3. The House of "El Santo"

At the end of the journey, customers arrive at the House of "El Santo". This warm and intimate space is designed to showcase a broader range of El Santo's products. The interiors here are welcoming, with displays placed thoughtfully and fitting rooms well appointed. The material palette shifts to warmer tones and textures, creating a cosy, residential feel that makes it clear that visitors are guests in El Santo's personal space. This is the highlight of the experience. It's where you'll find the most products, and you'll have the chance to try them on and buy.  

The House of El Santo is a story. It's a retail space that's transformed into a memorable experience. You'll engage with the products, but you'll also engage with the lifestyle and identity of the brand's enigmatic muse.