Casa Ramón Casas: History and Architecture of the Massimo Dutti Boutique on Passeig de Gràcia

Barcelona is a city where architecture tells its story on every corner. One of its most iconic streets is Passeig de Gràcia, an elegant boulevard connecting the old town with the modernist districts. Here stand architectural masterpieces such as Casa Batlló, Casa Milà, and Casa Lleó i Morera. Yet among these famous buildings lies another gem of Catalan modernism — Casa Ramón Casas, now home to the flagship Massimo Dutti boutique.

In the 19th century, Passeig de Gràcia transformed from a country road into a prestigious boulevard, where wealthy Barcelonians built their mansions. In 1898, architect Antoni Rovira i Rabassa designed a building for the artist Ramon Casas, one of the leading figures of Catalan modernism. In this residence, Casas lived and created his works, including iconic advertising posters for the café Els Quatre Gats.

"This building is a true work of art. Every element of its façade, balconies, and interiors bears the imprint of its owner’s artistic style," notes Natalia Tokmacheva, architect and co-founder of Espacio 123.
In the 20th century, the building hosted several notable tenants. In the 1940s, it housed the fashion atelier Asunción Bastida, producing haute couture clothing. From 1941 to 2015, it became home to the iconic design store Vinçon, a magnet for art and architecture enthusiasts.

"The first time I visited Vinçon was in 2013 with my clients. We purchased iconic chairs by Gervasoni, designed by the talented Patricia Urquiola. I remember the place as a vast design supermarket on the ground floor, with the second floor showcasing furniture, meeting rooms, a large hall with an ‘eyed' fireplace, and incredible décor," adds Margo Kashina.

When Massimo Dutti moved into Casa Ramón Casas in 2016, architects and designers faced the challenge of adapting the building for new functions while preserving its historical value.

"The restoration project of this space is unique because it didn’t aim to hide its past; on the contrary, it emphasized its architectural merits. Original plaster reliefs, moldings, stained glass, and even the antique fireplace were preserved and integrated into the modern interior," says Margo Kashina, interior designer and co-founder of Espacio 123.
The renovation included restoring ceramic floors, refurbishing historic ceilings, and integrating new lighting solutions that highlight the modernist elements. British landscape designers Harry and David Ritchie worked on the courtyard, transforming it into a green oasis within the building.

The Massimo Dutti boutique windows have also become an art space, continuing the tradition of artistic installations that began during the Vinçon era. Each season brings unique exhibition concepts, attracting not only shoppers but also architecture and design enthusiasts.

Casa Ramón Casas is a striking example of how Barcelona preserves and reinterprets its architectural heritage. This building not only dominates Passeig de Gràcia but also serves as a symbol of the city’s cultural transformations.

“You can feel the connection of eras here: from Ramon Casas’ modernism to contemporary design and technology. This space inspires and affirms that Barcelona remains one of the world’s leading design capitals,” concludes Natalia Tokmacheva.

The Massimo Dutti boutique on Passeig de Gràcia is not just a shopping destination; it is an architectural work of art, where every detail carries the story of the city.