New York, Feb 1 (EFE).- The Spanish company Lladró, immersed in a process of repositioning within the world of design, opened its first store in New York this Wednesday with this new concept, where it invites the client to “interact” with the exhibited pieces.
Ana Rodríguez, executive director of the Valencian porcelain company that celebrates its seventieth anniversary this year, highlighted at the inauguration that her company has opted for New York because it is the world reference in art, design and fashion, and because the United States is a market very important for the brand.
He added that it is not so much a typical store -although almost all the exhibited pieces can be bought- as a place of exhibition and “a journey through the senses” (there are pieces that can be touched, smelled and even heard) that seek ” an emotional connection with customers.
He also highlighted that the pieces are always made of porcelain and made by hand by artisans in the only plant that the company has in Valencia, which makes its products unique pieces “that have a history behind them”.
Rodríguez told EFE that the company’s strategy “wants to be perceived as more modern” by acknowledging that their designs had become “outdated”, but for the past six years they have incorporated designers – the Spanish Jaime Hayón or the Dutch Marcel Wanders- who are creating special pieces for Lladró.
The company has already exhibited its new creations in specialized design fairs where lighting plays an important role, and has presented them in Beijing, Venice or Berlin, but the New York location is the first permanent one in an expansion strategy whose primary objective is It is the Asian market, with the next opening in Tokyo and Shanghai.
Lladró had a store for a few years on Madison Avenue, the epicenter of the most classic fashion in New York, but closed it during the pandemic, to reopen now in an emerging neighborhood such as Chelsea (in the southwest of Manhattan- which is expected to attract the world of fashion and creativity, but Rodríguez acknowledged that at the moment “it is a risk”.
The company considers that the United States and Japan are “mature markets” for its products, both traditional and more modern, while Latin America and China are the most promising markets in its medium-term growth strategy. EFE
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