Spanish jewellery business Tous continues to mark the 40th anniversary of its iconic bear. This time, the label has unveiled three pop-up stores in Barcelona, Mexico City, and New York, conceived as immersive spaces that reinterpret the brand’s most recognisable symbol.

Specifically, the spaces are located at 66 Rambla Catalunya, in the heart of Barcelona; at the El Palacio de Hierro Polanco department store in the Mexican capital; and at Rockefeller Center in New York. Named “Oso”, the new temporary stores feature a sensory, contemporary design that celebrates the icon’s 40-year history.

Each pop-up offers a unique experience, where visitors can discover exclusive collections and follow an artistic journey centred on the Tous bear. At the Barcelona pop-up, which opened earlier this month, the spotlight falls on a large-scale sculpture inspired by the brand’s Double Bear, set within a space upholstered in pink plush fabric. The pop-up also hosts DJ sessions with emerging artists and offers personalised services such as “infinity bracelets”.

This initiative adds to the activities with which the Spanish jeweller is celebrating the anniversary of its distinctive icon, created in 1985 by Rosa Oriol, following the launch last October of a commemorative collection comprising around forty pieces crafted using different techniques, materials, and finishes.

Founded in 1920 by Salvador Tous and headquartered in Manresa, the jewellery company operates in 40 countries through a network of more than 600 points of sale. Financially, Tous closed its 2024 financial year with turnover of 523 million euros, 9.4% higher than the previous year. Despite the growth, its net profit fell by 10% due to currency effects.