GÜK: A Scandinavian Experience

Posted by: Verónica Maya

 Last week AGORIQUE had the pleasure of speaking with one of our most Scandinavian of retailers: Gük.

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Gük is a small scale concept store that’s managed to differentiate itself in Madrid by providing a unique Scandinavian style experience through its amazing collection of designers.

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A: Firstly, who is behind the Gük team?

G: Currently the team is made up of Gük Angel Sanchez and Guillermo Losada. We share everything, from work and life as well as worries and concerns.

A: Gük is your identity, how did this come about and who is the Gük’s client?

G: Gük is a combination of Basque, which means ¨us¨ and the umlaut reflects the Scandinavian character of the space.

Born in September 2010,  Gük was created with the goal of meeting the needs of a thirty something clientele who likes to dress well and appreciates quality with timeless character and a reasonable price tag. So we decided to bring together all the things that we love and open our own shop in Madrid to share our concept with people who shared our vision.

05 Chaqueta Anerkjendt 59,95€ Camisa Anerkjendt 49,95€ Pantalón Elvine 81,60€

A: Why did you decide to specialize in Scandinavian design? What kind of brands do you include? 

G: We wanted timeless clothing designs with a high level of quality, lasting fashion rather than just a passing trend. Scandinavian design meets all these requirements. The brand “Scandinavia” is the essence of Gük. We like what they do, how they do it and the way they work and live.

03 Jersey Junk de Luxe 100€ Camisa Dr. Denim 48,90€ Pantalón Dr. Denim 69,90€ Botas d.co 112,50€

A: In addition to your awesome fashion and accessories offerings, we see that you also stock items for the home. How do these link to your concept? 

G: Gük is a small-scale concept store. Our philosophy is to provide the customer with an exclusive selection of Scandinavian brands in an open space. We take extra special care of the store ambiance to provide an inviting atmosphere for our client. We pay attention to the store decor, which is constantly modified by us and also for sale. We also stock other objects which co-exist perfectly with fashion on our hangers.

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A: We first came across Gük at your bricks and mortar shop in Madrid. Where else can we find you?

G: Right now you can find us on Loreto and Enrique Prado Chicote 2, Madrid. Our website, is constantly updated about our products offerings. In addition you can find us on facebook. We don’t currently have an online store, although we have had requests from other cities.

01 Blazer Anerkjendt 109€ Jersey Junk de Luxe 115€ Collar Joti Knot 49€

A: From a retailer point of view, how do you use social networks in the marketing of your concept?

G: Social networks are really important for us. We have a facebook and twitter.

They provide us with a way to maintain direct and fast contact with our customers.  Besides simply “showing” our store we can also present our client with the tastes and preferences of the Gük concept.

A: Do you have any advice about how to keep attracting customers despite the crisis?

For us the key is to constantly search for the best product, both in terms of exclusivity and price. We are really carefully about the brands we select and also try to provide our customers with a wide variety of products to keep them coming back.

Joti Knot Necklaces Simple version 16 sep 20129

Personalized customer service is also essential. We make each customer feel special and unique and we always make sure to offer our customers totally honest advice.

Hšnnunarmars mars 2010Thank you Gük for your tips!


Emerging Designer Tip: Pop Up Shops

Posted by: Rachel Iwaniec

I am a fan of love at first sight… you know, your eyes meet, there’s a moment of hesitation, you’ve spotted the love of your life.  It’s like that scene in the movies where you’re running through a field of daisies towards your soul mate. Maybe this isn’t how your shopping experience feels, but you get the gist. After waiting patiently, or as patiently as I can, for the newest shoe collections to move from the screen to the stores, I revel in that first encounter with that most perfect butch biker boot.  Nothing in my past can match it and I find myself unable to part with this flawless creation.


Today, people are taking advantage of the unprecedented access of e-commerce enterprisesOnline boutiques provide an effortless alternative to the search for the right (shoe) mate.  With a few details and a couple clicks, online browsers are presented with an index of items that might be a match.  Nothing is left to the imagination.  These e-commerce sites provide the item’s background, extended family, occupation, etc. But that’s not all these sites have to offer, one might be interested in pairing their selections with recommended items, or perhaps need affirmation in the form of stylist feedback.

screen shot of net-a-porter

So if finding your match can be this easy is the classic brick-and-mortar mode of selling even necessary?  The answer is yes, especially for emerging designers.  In fact, there needs to be a marriage between the online and offline spaces.  Even with the ever-expanding world of e-commerce, 80% of transactions still take place face-to-face – making it challenging still for emerging designers to win over their future (soul) mate.

Ipso-facto, the Pop-up store has become the healthy medium between the two spaces.  While you can meet your mate online, you also have the option to make an acquaintance with them in person.  Companies such as Ebay, Etsy, Moda Operandi and Net-a-Porter have taken to the ground for better consumer experience.

A recent example of pop-up shopping happened last week in sunny and fashion forward Barcelona. In support of Fashion Week, 080 Barcelona implemented the low-risk, low-cost ethos of the pop-up shop concept for emerging designers. Displayed in what seemed like Gaudi’s interpretation of a forest, each designer displayed his or her designs on branch-like structures that enveloped the space.

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Shoe designer, Eva Maria Bazan provided her account of the benefits of having the opportunity to capitalize on the pop-up shop movement.


Eva has an online store where she offers her label Eva Vs Maria. However she also regularly participates in offline events around Barcelona. As a shoe designer, Eva argues that these types of events are necessary not just for networking and sales but also to enable the consumer to try on and see the quality of her product. It is the consumer reach of the online space and the intra-personal experience of the offline setting that must be incorporated into the superior method of providing consumers with the right conditions for finding his or her mate. Both the enterprise and the consumer can’t loose with a combination of virtual and carnal encounters.

Among the emerging designers showcased…

Beatriz Parras, Barcelona based owner and designer of hair accessories, Secretos de Alcoba.


Condesita (established in 2009) creates original handbags, where design, prints and images form the main look of the bag.


Lubochka (established in 2009) is a handbags and leather accessories brand. Inspiration comes from the creative concerns of the Russian artisan designer Olga Dubovik.


Gioia Maini’s collections’ heavy industrial look came from the combination between images of wasted cars and photographs of her mom, Diana , from the 70’s.


Ativ by Vita, (established in 2009) are the creative ideas of Tania Muñoz Garcia from Barcelona and Mirko Gardella from Italy, focusing mainly on their unisex bags.


De Flores y Floreros  presents a unique design in each and every shoe.


A unión between art and fashion can be seen in Marina Graeuille designs as she uses macramé and micro-macrame, a technique she has been using for 8 years.