Casa Batlló, a UNESCO World Heritage Site, is more than an architectural masterpiece—it’s a vibrant hub of creativity and innovation. Its retail experience, rooted in craftsmanship, exclusivity, and sustainability, extends beyond two physical stores to include an online shop and a dedicated photography point, offering both visitors and locals the opportunity to take home a piece of this iconic landmark’s story. We spoke with Irene Benito from Casa Batlló's retail team, who shared how they bring Gaudí's vision to life through a thoughtfully curated selection of products. Each item reflects his timeless principles of design and innovation, seamlessly blending the building's artistic heritage with modern-day craftsmanship.

Interview by AKGÜN AKDİL

Can you tell us more about your company and your target market?

Casa Batlló is a company with more than 50 employees, internationally recognized as a UNESCO World Heritage Site. The retail area is managed by a specialized team of seven people based in the office, while public-facing services are provided by Specialisterne, an organization dedicated to creating employment opportunities for neurodiverse individuals.

The retail department oversees two physical stores, an online store, and a photography point, all designed to enrich and enhance the experience of those visiting Casa Batlló. Its target audience includes both visitors to this iconic building and residents of Barcelona who seek more than just a product: each item tells a unique story, deeply inspired by the principles of design and innovation of Antoni Gaudí. Through this approach, the retail area authentically reflects the artistic and cultural essence of this landmark.

What are the core values that your brand emphasizes in its product offerings? How do you choose the products that align with these values?

Our products emphasize craftsmanship, innovative designs, and exclusivity. Each carefully crafted item is designed to evoke memories of the moments experienced during a visit to Casa Batlló or to reflect Gaudí's principles of design and innovation.

At Casa Batlló, we internally develop patterns and interpretations inspired by the building itself, which are then thoughtfully applied to our product offerings. The design varies depending on the specific product, ensuring it aligns with both its purpose and aesthetic.

We also keep a close eye on market trends to incorporate them into our products and designs, always prioritizing refined, sustainable packaging. Additionally, we embrace the principles of "recycle and reuse," repurposing surplus materials to create new products, further emphasizing our commitment to sustainability.

Who are your main customers? Are there any specific demographics or regions you focus on?

Our main customers are visitors to Casa Batlló, including international tourists and local residents of Barcelona. The top nationalities of Casa Batlló visitors are French, Italian, American, and Asian tourists. These individuals are typically in search of unique, meaningful products that connect them to the cultural and artistic essence of their visit.

What are your thoughts on Italian design? How does it influence your product range and overall aesthetic?

Italy is a global reference in design, and at Casa Batlló, we have had the privilege of collaborating with renowned Italian brands, such as Moleskine. Together, we created a custom design featuring the image of Casa Batlló for their iconic notebook, a cahier, and a gift box. This collaboration makes perfect sense to us, as we share similar values related to craftsmanship, design, and expertise

How important is Italian design to your customers? Do you see it as a selling point or is it more about the quality and craftsmanship?

Our customers seek attractive designs, quality products, and craftsmanship. In fact, the previously mentioned Moleskine product is a bestseller.

What are your goals at Milan Home Fair this year? Are you looking for new partnerships, expanding into new markets, or showcasing a particular product?

The main goal of this fair is to discover new products that can enhance our offerings. Additionally, if we manage to establish new collaborations, we would consider it a great success.

Are there any specific trends or products you’re hoping to see or discover at the Milano Home?

I hope to be surprised.

Could you share a curiosity or an interesting fact about your brand’s journey that others may not know?

We are very happy because each year we manage to create new products, constantly improve our designs, and establish new collaborations. In other words, we continue to grow and improve so that visitors to our store can find a wide range of well-crafted, beautifully designed, artisanal, and exclusive products.

How many clients or retailers do you currently work with, and what are your aspirations for growth over the next few years?

We produce our products in-house and sell them directly to our customers.

From your experience, what advice would you give to other companies exhibiting at Milano Home Fair? What should they focus on to stand out?

In my case, I am particularly interested in products that can be customized and that encourage collaborative work with the exhibiting companies. Additionally, I value artisanal products.

How do you view Italian manufacturing? What do you think sets it apart from other countries or regions in terms of quality or design?

Italian products are known for their exceptional design, attention to detail, vibrant colors, and ability to preserve the legacy of the past while reinventing and modernizing it. They are characterized by high quality and craftsmanship, blending tradition with innovation in a unique way.

Are there any new product lines or innovations you’re working on that you're particularly excited about and would like to share with us?

We are particularly excited about our collaboration line with other brands, which allows us to combine our image and design with their expertise and products. One example is our collaboration with Bea Bongiasca, a jewelry designer from Milan, who has created a line of rings inspired by the blues of Casa Batlló. We are also working on new products, but it's a project still in the works, and it’s a secret for now.

How do you envision your brand evolving in the next five years, especially with shifts in design trends and market demands?

In the next five years, we envision our brand continuing to evolve by embracing both timeless design principles and emerging trends. As design trends shift, we aim to remain adaptable while staying true to our core values of craftsmanship, innovation, and sustainability. We plan to further strengthen our collaborations with like-minded brands, expand our product offerings, and continue to create meaningful, high-quality pieces that resonate with customers. Our goal is to always provide products that blend art, culture, and design in a way that feels fresh and relevant, while maintaining a strong connection to the heritage of Casa Batlló and the genius of Gaudí.