The boldest and most avant-garde collections by Lladró have become part of a revolutionary retail destination in the heart of Madrid.

Inaugurated last spring and conceived to unite the digital with the physical, the unique “phygital” space of the WOW Concept store boasts a careful selection of innovative brands and has taken one of the busiest shopping streets in Europe by storm.

Spread across eight floors of the renovated former Hotel Roma building on Gran Via, visitors are encouraged to forget the conventional idea of a department store and discover how the boundaries between physical and digital, reality and fantasy, and tradition and modernity can all become blurred. Waiting to be discovered are many exclusive creations by some of the most coveted brands in fashion, beauty, technology, and decoration including Hay, Vitra, Ganni, Mietis, Coperni and now, Lladró.

A range of Lladró’s most modern porcelain creations, some of them limited edition and in many instances designed in collaboration with internationally renowned creatives, are on view in the Home section at WOW Concept. These include the colourful wireless lamps from the Firefly and Kokeshi lighting collections, and contemporary sculptures inspired by the animal world from the Origami and Face 2 Face collections.

Among the newer collections to feature is Embraced, a charming character representing self-care created by award-winning designer Jaime Hayon, as well as pieces from the successful series The Guest, also conceived by Hayon, with unique reinterpretations by renowned creatives including Paul Smith, Kzeng Jiang, Henn Kimm, Supakitch, Ricardo Cavolo, Tim Biskup, Devilrobots, Gary Baseman and Rolito.

Lladró’s arrival at WOW Concept is part of its plan to consolidate its omnichannel strategy and strengthen its online presence, while at the same time carrying out new physical spaces in major European capitals as well as cities in Asia, the Middle East and the Americas. Some of these spaces will house Lladró’s entire range of creations, while others will focus on New Concept and Lighting categories, all of which will bring visitors closer to Lladró’s creative processes and craftsmanship.