Guitarland, the plucked string paradise

BarcelonaFrom Guitarland you can easily leave convinced that your life needs a guitar to acquire the full dimension of its meaning. Richard and José Luis have been running this shop on Carrer del Diluvi in Barcelona since 2003, right in the heart of Gràcia, a neighborhood that has been becoming orphaned of this type of establishment –contrary to its personality, with deep-rooted festivals and a tradition for musical taste– for a type of resident who is a very interesting potential customer for the services a music store can offer.

“The neighborhood has always had this kind of personality akin to music, very active, very restless”, they explain to illustrate the enthusiasm with which they opened, twenty-three years ago now, at a time when there were good economic prospects and they could take over from some historic Gràcia businesses that, like La Lonja del Instrumento and Europa Musical, had closed their doors. Then came the 2008 crisis and they had to resist and hold on until today.

They are happy with the path taken and with offering a service that brings them satisfaction: “We are proud that our customers can leave here with what they need. Either a new instrument or their instrument well adjusted, ready to perform immaculately”. There are few shops like this left, so specialized, because whoever wants to cover too much takes customers away from those who are truly specialized in a type of instrument. Their expertise is clear: strings, and specifically plucked strings, and even more specifically the guitar, of course: the name Guitarland doesn't lie.

All sorts of guitars in imperfect condition can arrive. From warped necks to loose strings and all sorts of wood repairs. “We have many clients who used to live in Gràcia but now come from outside because the neighborhood has expelled them – they relate with a critical eye. Now there is a boom of yoga and paint-while-you-drink-wine establishments”.

Anyone who wants to buy a new guitar can choose from a little over a hundred, a good display. Both classical and electric guitars, as well as basses and all sorts of plucked strings: mandolin, ukulele, banjo, etc. In addition, also accessories: strings, straps, tuners, cables, amplifiers, music stands, instrument holders... The services are diverse and attractive. At Guitarland you can buy a guitar with prices between 100 and 1,200 euros, approximately: “The neighborhood asks us to have reasonable prices!”

They also offer the possibility of designing their own instrument. They make the design proposal, the client accepts it and they commission the construction to Isaac from Ipso Taller. In this case, exclusivity is highly valued. There are no two guitars alike!

Musical training

Richard and José Luis recall the journey they have taken. Both have had music ingrained in them since forever. They have training as sound technicians, but they are also musicians. Richard had been working for others for years and wanted to start his own business. After some alliances that didn't quite pan out, twists of fate brought them together and they bet on Musicland, but a CD store in Lleida already had the name taken and finally the chosen name was Guitarland.

The two partners, in addition to selling and adjusting instruments, never miss an opportunity to spread awareness about the importance of music in the world. And they provide some revealing data. In Spain, music consumption hovers between 5% and 10% on average. In Germany, it can reach 70%. “Education is fundamental. There are countries that have music deeply embedded in their schools. From Switzerland upwards, they are very clear about this”. And what happens when this is clear? “Well, education drives consumption”. It's that simple.

What kind of clientele does Guitarland have? Well, from the average customer who wants to buy or repair, to the one who desires an exclusive instrument, including a very interesting profile: the street musician who needs an affordable instrument because they have very few resources. And, furthermore, the circumstance may arise that it has been confiscated, because the regulation is strict: “In Barcelona, there is a tendency to associate music with noise, and this causes many headaches”.