The shops of Passeig de Gràcia, “Guapes per sempre”

If do shopping regularly in Barcelona, you might have noticed a little plaque in front of the door of some of the shops with an inscription that recognizes the establishment’s years of service to the city. This a badge that the Barcelona City Council awards to some of the oldest shops in Barcelona, and it’s known with name “Guapos per sempre” (Forever Beautiful). The plaque is part of a project that began in 1993 and it is granted by the Municipal Institute of Urban Landscape and Quality of Life to those historic businesses that have managed to maintain their economic activity in the same location over a minimum of 50 years while also retaining the original image of the local in which they opened for the first time.

At present, there are more than 100 of these establishments, and some of them can be found during our tour of Passeig de Gràcia. 

For instance, the Loewe shop at 35 Passeig de Gràcia is one of the shops on this avenue that was honored with this prestigious and endearing prize. This establishment is located in the Casa Lleó i Morera de Domènech i Montaner, and after its last renovation carried out in 2012, some of its original elements from the beginning of the century were recovered, as well as the original entrance from 1943 when Loewe started its business in Passeig de Gràcia.

Among the shops that can boast of having the “Guapos per sempre” award, we can also mention that of the Adolfo Domínguez brand in Passeig de Gràcia 32. This establishment was reopened at the end of 2018 after a few months of renovation based on the use of natural materials, such as stone and wood, and on the recovery of the original image of the building, with the bricks of the walls in plain sight.

The Bagués Jewelry and the Bel Tailoring Workshop are the other two shops in Passeig de Gràcia that have been honored with the plaque awarded by the town hall after 50 years of uninterrupted activity in the same place. 

In the past, other businesses located on the avenue, such as Vinçon, the Roca Jewelry (nowadays a Rolex shop), Gonzalo Comella or “La Pinacoteca” that was at number 34 Passeig de Gràcia, obtained this plaque, but lost it either due to closure or change of location. 

If you would like to know more about this exciting subject, you can buy the book “Forever Beautiful. Barcelona’s Emblematic Shops and Stablishments” which compiles anecdotes and images of these and other historical shops in our city. It is a volume that will allow you to make a pleasant journey through the different shops of Barcelona.