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POP MART’S NEW TEMPLE IN BARCELONA IS A REALITY

The Chinese company has planted its flag at number 39 Passeig de Gràcia, occupying the premises of the historic El Remei (Regia) perfumery.

Barcelona no longer just collects modernist buildings; now it also treasures high-end vinyl. We’re talking about a space of almost 200 square meters, the fourth opening in the city and, by far, Pop Mart’s most ambitious store in all of Spain. Imagine the scene: you leave admiring the impossible curves of Gaudí’s Casa Batlló, turn your head, and there they are. The display cases of Skullpanda, Molly, and, of course, the undisputed king of the moment: Labubu. Unlike generic stores on other premium streets, here the brand operates on a luxury level.

The contrast is magnetic. The store’s technological and minimalist interior design coexists with the sobriety of the neoclassical façade of the Casa Josefina Bonet. The shop inevitably evokes what was the building’s emblem until its closure last year: the legendary Remei Perfumery. Where classic fragrances once filled the air, today global pop culture permeates the air, marking a shift in the luxury consumption of Passeig de Gràcia, where tourists and expats reign supreme.

High-End Stock for Collectors

What sets this shop apart is its commitment to investment-oriented collecting. This is the only store that guarantees continuous access to the MEGA Collection series (the coveted 400% and 1000% scale figures). It’s a sanctuary where so-called «whale collectors» distinguish themselves from the casual blind-box buyer. Here, you don’t just come to try your luck with a sealed box; you come for exhibition pieces that in other cities are only seen in catalogs or at exclusive events, giving the store a cultural validation. Located side-by-side with the major brands of the «Golden Mile» and opposite Gaudí’s masterpiece, Pop Mart sends a clear message: its figurines have the same aesthetic and economic value as a designer handbag or piece of jewelry.

Paris surrenders to «The Monsters»: 10 years of mischief

But to understand the phenomenon, we have to look to Europe. Recently, Paris has been the epicenter of the Kasing Lung craze (creator of the iconic «The Monsters»). The retrospective exhibition traced the 10 years of this peculiar family in the French capital (in the heart of the Marais, of course), elevating its most famous and iconic member, Labubu, to a work of art. What began as a sketch inspired by Nordic tales has become the most iconic family in the world. At the Paris exhibition, we saw more than just figurines; We saw paintings, monumental sculptures, and archival pieces that explain why half the world—from K-Pop stars to high-end collectors—is fighting to own a member of this family.

From the shelves to the pitch: Labubu and the 2026 World Cup

And if you thought Labubu’s reach peaked in art galleries, wait until the ball starts rolling this summer. PopMart has made the final push by announcing and starting to sell its flagship character, The Monster – Labubu, as part of the official merchandise for the 2026 FIFA World Cup.

Yes, you read that right. The top character from The Monsters is lacing up his boots for the tournament in the USA, Mexico, and Canada. We’ll see limited editions of Labubu in the kits of the top teams, merging vinyl toy collecting with the biggest sporting event on the planet for the first time on a massive scale.

Words by @byulixes