Molero Graphics, the unexplained survival of paper

BarcelonaIn times of digital dogma, of apocalyptic conceptions about the end of everything that is analogue, even of systematic demonization of any whiff of spirit boomerIt's a great idea to visit Gràfiques Molero, located at Ronda de Sant Pere, 44. Their machinery is almost 100% digital—and what machinery!—but how eloquent and useful it is to listen to the considerations and reflections of siblings Carlos and Olga Urbez.

Logic leads us to think that paper is dead, right? That any trace of printed material is an antique, a hindrance, a desire to remain anchored in the past. Nothing could be further from the truth. Gràficas Molero is two things: a printing shop and a stationery store. The latter is the gateway to the former, and the former is undoubtedly the business's strong point. They offer a variety of services to all types of professionals: posters, invoices, prescriptions, checkbooks, calendars, books, notebooks, leaflets, cards, magazines, brochures of all kinds. All of this is personalized, and they also offer the graphic design for the order. A team member is in charge of working on and implementing the proposal.

On the one hand, there are the typical compilation books to celebrate a family anniversary: grandmother's 80th birthday, for example. This way, we can make a whole universe of memories and writings filled with affection tangible. But, in addition to individuals, the clientele is very broad: unions, travel agencies, restaurants, factories, and many professional groups, such as doctors, lawyers, accountants, tax advisors, property managers, and so on.

What does a doctor order? A prescription pad. And a lawyer? Letters, envelopes, business cards, and note papers. "We've been finding a pattern that repeats itself a lot for some time now," explains Carles. And what is that pattern? Well, many professionals need to have a physical, tangible record of their work, a piece of paper that attests to their intervention, a presentation, a briefing, a commercial action, etc. "We all receive such a huge amount of emails and online information every day that we can end up overwhelmed and not pay attention to what we perhaps should be doing. And having a physical copy helps many people better impact their communicative intent," the Urbez family explain.

Another example: private schools and academies of all kinds, they say as they show me a brochure for the Eòlia theater school. Previously, with letterpress and offset printing, very large print runs were required to make it worthwhile for both the client and the company. Today, with digital technology operating at full speed, limited orders can be placed for the desired units. For example, a client of specialized machinery recently ordered 25 brochures—five in each language—because they will be holding five different meetings and don't need more.

Digital equipment allows for more possibilities and, above all, greater speed. Orders can be fulfilled overnight or, in some cases, even on the same day. The days of Carlos and Olga's father, Josep Urbez, who took over the business in 1978 after starting as an apprentice in 1951, are long gone. Ramon Molero had founded it in 1884 on Almogàvers Street—solely as a printing workshop—sometime in the 1920s. When Josep Urbez bought the business, his two children became involved. Olga immediately, and Carlos after training in graphic arts to take over the printing press.

With full knowledge of the facts, Carles Urbez emphasizes how important it has been to always stay abreast of technological developments and stay up-to-date, in order to always offer quality and fast service. In the stationery section, they offer all the typical samples of this field—including almost obsolete options such as accounting books and carbon paper—and another strong point is online sales, ensuring a comprehensive supply of everything an office might need: from all types of stationery, writing materials, printer cartridges, wastebaskets, ladders, water bottles, and cleaning supplies. "Imagine a client has their office located in an industrial estate and needs a comprehensive service that provides absolutely everything. Well, that's what we're here for, too."

And the neighborhood? "It's changed a lot; tourists come in, but don't buy." Until a few years ago, they had a legion of customers nearby, but the exodus has been incessant. Many companies, offices, and commercial premises have left. "Next door, at 42, they're building tourist apartments. Now they're only open brunches, breakfasts, and restaurants. And they hardly need us at all," Urbez laments.