When Portuguese fashion designer Ricardo Preto came up with the idea of sharing a boutique premises with five other retailers, little did he know how popular the concept would become. Just a year after opening, the 21PR Concept.Store is one of the most popular shops in Lisbon, and a magnet for style-conscious shoppers and those seeking a unique souvenir of their stay in the city.
The store offers five different retail experiences – a homemade chocolate haven, a space that sells gourmet gift hampers, an area for women’s clothes, a jewelry counter and displays of home décor.
The chocolate counter at 21PR Concept.Store — Photo courtesy of Paul Bernhardt
As well as Preto’s "Meam" designer fashion – seasonal collections of chic and colorful apparel – customers can browse the eye-catching "Princesa" selection of watches, accessories and jewelry by FOB, ceramics by Bordalo Pinheiro and deli-style products by the Think Global Taste Local brand. (Think delicious jams, reserve wines, home baked biscuits and other goodies.)
There’s also a mouth-watering range of gourmet chocolate from Portugal’s own Casa Grande. Chocoholics, beware! The retro-wrapped bars, truffles, bonbons and cookies are prepared using the richest, darkest chocolate.
Inside, the building resembles a concrete bunker with its bare, white-washed walls and rather Brutalist veneer. Perhaps this is why the owners frequently change the layout of the floor? But the interior design works, because the focus remains very firmly on the assorted wares.
21PR is very proactive, taking part as it does in annual initiatives like the Vogue Fashion’s Night Out event. Special theme nights and tastings regularly take place to promote new product launches, and the walk-in-and-browse-at-leisure policy is retail therapy at its best.