British retailer JD Sports is opening its largest European store in Barcelona, following four years of work on the project. The company has chosen 9 Portal de l’Àngel (one of the most sought-after shopping streets in the Catalan capital) for its new flagship: a 1,500-square-metre store across two floors that will employ 110 people and open to the public on November 22.

“The location on Portal de l’Àngel is crucial, as it not only puts us on one of the busiest streets in Europe, but also places us at the heart of tourism and local retail, allowing us to reach a diverse audience,” said José Carlos González, JD Sports’ associate director of retail for Southern Europe.

As for the store’s design, he said it had been “carefully conceived to respect and highlight the building’s historic architecture, which incorporates three centuries-old palaces.”

“Over four years, including the discovery of architectural remnants, we have worked to ensure that modern design and technology integrate harmoniously with Barcelona’s distinctive cultural and architectural essence, creating a space that pays homage to the city,” he added.

The flagship represents “a step change” in the way the chain “connects with the consumer.”

“It is a project that places JD at the forefront of international retail, where the store is not only a place to buy products, but a space that inspires, brings together urban tribes, fosters collaborations with young talent and helps shape culture,” said González.

With the opening of this space, JD Sports reaches 530 employees in Barcelona and 690 across Catalonia. The establishment “forms part of the company’s consolidation and expansion strategy” in Spain. Footwear, sportswear and accessories make up the store’s offer, which carries its own brands as well as Adidas, New Balance, Asics and Nike.

In collaboration with Nike, the store will feature a dedicated area for the U.S. company’s women’s collections, accompanied by a series of initiatives and events. In this context, JD Sports says its new Barcelona store will run a programme of activities, as it aims to be a “meeting point” for its clientele.

“JD Sports has managed to differentiate itself with an exclusive product offering and unique collaborations, along with a shopping experience that integrates both the physical and the digital. Our proposition goes beyond selling products; we seek to connect with urban culture and build a community,” said the chain’s associate director of retail for Southern Europe.

JD Sports was founded in 1981, entered the Spanish market in 2012 and aims to reach 150 stores in the country in the medium term. The British giant also operates in the country through Sprinter, an Alicante-based retailer pursuing its own expansion plan.