Bulevard Rosa: Barcelona's new immersive museum

Bulevard Rosa is transformed into "a museum that doesn't behave like a museum". The premises where the iconic shopping galleries of Passeig de Gràcia were located, in the heart of Barcelona, ​​will welcome its new tenant on May 14: White Rabbit The Off-Museum of Barcelona. After closing in 2018, the space has become a museum where you can experience the culture of Catalonia and its capital from an immersive and interactive point of view.

The shopping gallery reopened on May 11 as an immersive museum under the name White Rabbit. The inaugural exhibition, with which the tour will begin, will be composed of 10 installations by Barcelona artists or that reflect the cultural diversity of the Catalan capital. Different perspectives from artists such as Tvboy, La Fura dels Baus, Mina Hamada and Carles Piera will coincide. Each of the rooms will allow you to enter the city through immersive projections, the same media points out.

These galleries first opened in 1978, at a time when this business model, which brought together numerous small retail premises in a covered passage, was at its height. Thus, this passage was filled with small fashion shops and high-end accessories typical of the Passeig de Gràcia area.

More than 30 years later, in 2010, the Vives Ybern family bought the business with the aim of modernizing and relaunching it, but they failed and ended up closing in 2018. Now they are back with a new proposal that, on the other hand, they will not completely abandon their traditional activity. In addition to the museum, the galleries will continue to have some commercial premises, although fewer and larger than in the past.