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Alohas uses immersive storytelling to connect with visitors in its new Barcelona flagship

BOOKMARK ARTICLE
Moving through the store, the visitor is made to feel as if they have entered a subterranean lava cave. - José Hevia
A subterranean lava cave is a geological feature caused when ‘the surface of a lava river, over time, cools and hardens, creating underground rivers that, after the eruption, transform into tunnels with a magical appearance,’ Clap Studio director Àngela Montagud explains. - José Hevia
The walls are coarsely textured and painted grey, and jagged, geometric forms imbue the space with a dynamic energy. - José Hevia
Designed by Clap Studio, Alohas’s new flagship store in Barcelona has become the brand’s third bricks-and-mortar location to open worldwide. - José Hevia

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Drawing on the brand’s Hawaiian origins, Clap Studio chose to forego the white-sand beaches of the Pacific islands in favour of a more enigmatic, volcanic look for the new store’s interior.

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