In the area around the Central Market in Valencia there are a series of small specialist retailers who sell things like hats, wool, fans, lace and catering uniforms. Each of these shops has a brand that is built on expertise, not a logo or a mission statement. Brand strategy does not dictate what they sell and how, their knowledge of their product and relationship with their customers does. Such businesses evolve their appearance over years and what they look like is not decided upon by a design team. They are not kept alive by some desire for nostalgia and they do not look ‘traditional’ or ‘rustic’ by choice, they look the way they look because of a complex chain of events not because they want to attract a certain clientele and put their prices up. The people who own them are the same people who serve in them. They have families, responsibilities, local knowledge and a place in the community. (click images to enlarge)
While putting together this post I checked on 'google streetview' that the businesses I photographed were still there. They are! And I am pleased to say that Lana El Paraiso has just opened a second shop across the road. Look for yourself...
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