It marks the pulse of the city like no other avenue. From being the place where since its creation the good people of Barcelona decided to build their palaces, Passeig de Gràcia became in the sixties the sidewalk of the opulent bank headquarters and the most imposing insurance firms. An axis already marked by luxury, but with hermetic security in black and white that, luckily for its neighbors and those of the entire city, very soon received the ideas, creativity and ability to live life in full color from a dean of Catalan and Spanish fashion.
The great Pedro Rodríguez. Born in Valencia, into a humble family, he went to work as an apprentice in the Trullàs workshop, one of the old tailoring shops that gave him the keys to open his own sewing house in 1919 on Consell de Cent street. Shortly after, he moved, with all the courage that that decision entailed, to Passeig de Gràcia, also daring to inaugurate a new way of presenting his collections: with real models.
Rodríguez, a contemporary and friend of the legendary Cristóbal Balenciaga who drank the honeys of success, above all, at the Barcelona Exhibition of 1929 with his ideas inspired by Art Deco, was the first to do so in all of Spain. Like him, he was also a pioneer in opening his couture house not only on an avenue taken over by banks, but also following the super-strict guidelines of the Paris Haute Couture Trade Union Chamber to the letter.
The couturier shared avenue and success with Gratacós. The fabric store opened in 1940 at number 110 to remain for 75 long years at the confluence with Diagonal. Also present was the legendary Floating Dock, the house founded by Joaquín Beleta Mir in 1899 in Pla de Palau, dedicated to sailor and work clothing that specialized in men’s and children’s clothing to open first in Portal de l’Àngel. (Canuda corner), then in Milan (in 1937 he opened his Juventus store) and finally on this Passeig de Gràcia that was already taking shape. In 1941 he settled at number 21 and, later, in 1949, he opened a store at 103 to sell his own women’s brand, Beltex, and women’s haute couture.
Pedro Rodríguez and Dique Flotante, in addition to the also great Pertegaz and Asunción Bastida, then signed the most brilliant local haute couture quintet that can be remembered together with another veteran fashion actor with a presence (still today) on the luxury promenade. Barcelona: Santa Eulalia. “When in 1941 haute couture and the sale of fabrics and accessories for women moved to number 60 Passeig de Gràcia and that spectacular inauguration of the 2,500 square meter store took place (which was delayed due to the mourning for Alfonso XIII in Rome “People said that it was the first big event that Barcelona had received since the end of the war,” explains Luis Sans, representative of the fourth family generation at the helm of this establishment with 180 years of history.
Santa Eulalia was born in the 19th century as a fabric store at number 15 Boqueria Street that led to clothing, and its history almost came to an end due to the wars. “There were much more serious problems than buying a dress, so they began to make military uniforms for army officers,” summarizes Sans, proudly recalling the brilliant role of his company during the golden age of Spanish haute couture in the 1940s. and the sixties. And the brilliant role that it continues to maintain in this promenade where Loewe already landed in 1944 and where today almost all the great actors of international luxury, in fashion and jewelry, appear, such as the bicentennial Bagués, which since 1915 has been located in the Casa Amatller .
Although establishments that marked an era are missed, such as the first authentic design store in the city which was Vinçon, the multi-brand proposal by Gonzalo Comella or the groundbreaking Bulevard Rosa, being on the avenue was, is and always will be a luxury. Pedro Rodríguez, Santa Eulalia, El Dique Flotante, Loewe and Gratacós were almost labeled crazy when they were established. Now all the greats have or are looking for their space. Better if it is close to Casa Batlló or La Pedrera.
