Delaossa, music, urban culture and JD Sports.
Barcelona witnessed one of the most significant moments in European retail this weekend. The city became the stage for the grand opening of JD Sports’ new flagship on Portal de l’Àngel. The launch turned into a full-scale spectacle thanks to a performance by Delaossa, who filled the store with rhythm and energy. After years of renovation and rising anticipation, the streetwear giant finally opened its doors to a crowd that transformed the street outside into a festival.
The celebrations began on Thursday with an exclusive preview that brought together talent, creators, key figures from the urban scene, brand ambassadors and members of the press. Under strobe lights and futuristic visuals, the inside of the store turned into an urban Boiler Room. Visitors explored the 1,500 m² space, discovering collections, interactive installations and areas designed for nonstop content creation.
Music shaped the entire night. On one hand, Delaossa’s live performance set the pace of the event. On the other, DJ sets by ProdBushB and BabyPhantera turned the flagship into a temporary club where fashion, emerging talent and community merged seamlessly.
Meanwhile, among the guests were standouts such as Iorna, Natos y Waor, Albany, Lia Kali and Clers, along with many other key names from the new creative wave pushing today’s streetwear culture forward.
One of the evening’s most talked-about moments came courtesy of Hamza, who unveiled a cake shaped like JD’s iconic shopping bag — a playful, on-brand gesture that instantly went viral. The experience was rounded off with VICIO’s burgers, adding an urban and familiar touch embraced by the local crowd.
Barcelona on the European streetwear map
With this opening, JD not only strengthens its leadership in Spain — it also positions Barcelona as a key hub for urban culture, sport and youth fashion. The 110 new jobs created, the restoration of the historic building and the activations designed for the public place the city firmly on the map of the most innovative retail in Europe.
The inauguration came to a close with the kind of energy only Barcelona can generate: a blend of creativity, community and global vision. JD didn’t just open its largest store in Europe — it opened a new chapter in which music, fashion and the street move forward together.
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