TWOJEYS FLAGSHIP STORE REAFFIRMS LOCAL PRESENCE AND CONNECTION
words by FLYNN LANZ
The men’s jewelry brand, TwoJeys, embarks on a new journey by reaffirming its local presence in Barcelona with the opening of its first flagship store. This marks the eighth permanent store for the brand after being founded in 2019 by Joan Margarit and Biel Juste.
This Barcelona brand is inspired by their California style during a road trip along Route 66, creating a unique universe of fashion that offers timeless jewellery as a solution to a clear need. By revolutionising the jewellery industry in delivering high-quality yet with distinctive designs, it recognises the staple attributes of creativity within this Generation Z brand; emphasising their ethos of creating something yourself if you can’t find it.
TwoJeys has strategically chosen Rasmbla Catalunya, 42 as their location for its flagship store which launched on 28 February. The brand demonstrates its commitment to bringing quality and culture closer to the heart of its original community by enhancing the shopping experience with features such as custom made furniture designed exclusively for the store. This flagship store moves beyond just a retail space and is ultimately established to be a meeting point for the brand’s community, epitomising the TwoJey spirit of authenticity, challenging conventions and to find beauty in the imperfection.
The design of the flagship store recognises the concept of a “Silversmith’s Atelier” - this starting point draws upon an artisanal workshop where modernity and tradition merge to create iconic pieces. The overall industrial aesthetic of the space crafts a hideout for a creative atmosphere, meanwhile the use of steel and wood provokes an essence to American craftsmanship that inspired the brand’s style; reinterpreting its contemporary vision.
From the start, the interior unfolds an entrance that places you in a universe of visual and material awe. Visitors will encounter large-scale metallic sculptures inspired by the TwoJey logo, acting as an attention-grabbing exhibition piece. On the ceiling above the sculpture, oversized wooden-embedded speakers hang - symbolising the blend of quality design and craftsmanship upheld by the brand.
The space is wrapped in dark cement that covers both the floor and walls, placing us in an environment that is both cohesive and immersive. At the centre, a large leather “Sombrero” sofa - valued at €50,000 - acts as the centrepiece of the project, characterising the brand’s bold and disruptive essence. Additionally, a mezzanine has been built from scratch to serve as a multifunctional cultural space for the community where talents can showcase their creativity.
A key focus of the store’s design will be its jewellery presentation as each piece is presented in patinated solid wood display. This enhances the combination of vintage and instructional aesthetics of the space. TwoJeys’ incorporates two distinctive types of furniture to finalise the setup; showcasing classic pieces inspired from antique desk-chests and reinterpreted workbenches, allowing craftsmanship and detail to take the stage.
The new TwoJeys flagship store opened its doors on 28 February and operates with regular business hours from Monday to Sunday, 10 AM to 9 PM. If you are ever in Barcelona, this store is one that cannot be missed as you will be immersed into the creative and inspiring craftsmanship of contemporary design and fashion.
