Serrano Jewelry, a contemporary project in the historic center of Reus
Year
2015
Location
Reus
Typology
Area
96
Transparency, height, and urban elegance
The Brief
The project involves the creation of a new jewelry store for the Serrano family in one of the commercial hubs of Reus’s historic center. The commission is based on an old, narrow building with significant structural limitations, which calls for an intervention capable of improving the relationship between interior and exterior and giving the space a contemporary and distinctive look.
The goal is to transform the building’s constraints into spatial opportunities, gaining height, light, and visual continuity, and creating an elegant, modern space that meets both commercial needs and the urban character of the surroundings.
Project Scope
The renovation begins with the demolition of the mezzanine and part of the existing staircase, creating a space with greater headroom and allowing for a single, generous opening in the ground-floor facade. This change completely redefines the relationship with the street, introducing a lobby that serves as a transition between the exterior and interior and enhances the perception of the space’s spaciousness.
The facade features a steel frame lacquered in anthracite gray that incorporates the backlit sign and two display windows. One of them extends inward as a continuous wall of display cases, accentuating the transparency and guiding the path to the back of the space. The side walls, finished in different materials and colors, reinforce this sense of depth: one through a continuous display surface and the other through staggered volumes that incorporate display cases.
Inside, the high ceilings and vertical surfaces define an open and elegant space. The entrance area houses the main counters, while more intimate sales tables are arranged at the back. Two angled walls—one clad in mirrors and the other semi-transparent—conceal the new staircase leading to the mezzanine and upper levels, integrating circulation and design into a single architectural gesture. The result is a contemporary, luminous, and fluid jewelry store, where volume, materials, and color work together to enhance the shopping experience.
A contemporary space that connects jewelry with urban life.
Ujo+partners developed the design and technical plans, designed the custom furniture, and coordinated the entire construction process, ensuring a precise renovation that was consistent with the building’s character and the jewelry store’s identity.
