The Spanish streetwear label opens Masía Gallery in the Gothic Quarter, blurring the line between flagship, gallery, and fan pilgrimage.
Nude Project has never behaved like a brand that only wants to sell clothes. From the beginning, its world has been built around mood, community, and the strange intimacy of watching a label grow in real time. Now, that world has a new physical centre: Masía Gallery, the brand’s largest flagship to date, newly opened in Barcelona’s Gothic Quarter.
Located at Calle Boters 6, the space marks Nude Project’s first Barcelona flagship and its most ambitious retail project so far. But calling it a store feels slightly incomplete. The lower floor is dedicated to clothing and accessories, while the upper level functions as an art gallery, making the space feel less like a conventional shop and more like a cultural clubhouse for the brand’s growing universe.
That hybrid approach makes sense for a label that has built much of its mythology around belonging. Nude Project’s rise has been powered not only by hoodies, T-shirts, denim, and accessories, but by a carefully cultivated sense of scene: podcasts, pop-ups, drops, queues, and the feeling that every opening is also a gathering. Masía Gallery pushes that logic further, turning retail into something closer to an exhibition format.
The art programme is being developed with Urvanity Projects, with the opening exhibition featuring work by Carlota Pérez de Castro. It’s a smart move: rather than decorating the store with art as an afterthought, Nude Project is positioning the space as a place where fashion and contemporary culture can sit inside the same frame.
The opening also comes at a moment of international acceleration for the brand. Founded by Bruno Casanovas and Alex Benlloch, Nude Project has been expanding beyond Spain through physical stores and temporary activations, including a recent Los Angeles pop-up on Melrose Avenue.
Still, Barcelona feels different. This is not just another stop on a retail map. It is a homecoming with scale. By opening its biggest store in the city, Nude Project is anchoring its global ambitions in the place that helped shape its identity.
Photos: Nude Project