Sant Jordi Bookstore: the cultural and gastronomic gem rescued by responsible citizens
Rafa Serra replicates the successful model of La Quera to save a historic business on Ferran Street that was at risk of disappearing
BarcelonaBarcelona's historic shops are deteriorating right before our eyes. Can we do anything as citizens? Well, yes, for example, by shopping at these establishments. Or, if we want to add a touch of heroism, we could take one of them over. Like Rafa Serra has done not once, but twice. First, it was the Quera bookstore on Petritxol Street. Serra, who owns the Tiempo de Ocio travel agency and hotels, found a way to make the business viable. The bookstore, specializing in hiking, added two more pillars to its financial stability: cultural events and gastronomy. It was a success. "A case study worthy of IESE Business School," says Serra.
The masterminds behind the gastronomic triumph of this small bookstore are Judit Giménez and Albert Rial. We know them from other highly recommended spots in Ciutat Vella, such as Bodega la Palma and Bellafila. With a simple yet high-quality menu, they've made La Quera a magnificent place to grab a bite. Cured meats, cheeses, and grilled sandwiches. A budget-friendly option in a priceless setting. Reservations are a must.
Now this partnership is back again, this time rescuing Librería Sant Jordi. When its owner, Josep Morales, died unexpectedly And facing a steep rent increase, the community responded to the family's plea, as they needed to sell their books. What would become of the bookstore on Ferran Street? "The fact that we got away with Quera leaves you with a guilty conscience. I thought, 'If I don't take this, I'll go to bed and tomorrow I'll walk by and there's a mobile phone case shop, I'll get depressed.' I felt responsible," says Rafa Serra.
They've just reopened with a young and enthusiastic team. They received over 50 resumes, explains Serra, who sees a generation of people under 30 who appreciate it. "Dining here is a privilege," they say, and they're right. A small dining room, seating about 10 people, and a few tables in the bookstore. They serve from 12 to 11 pm and make sure the wine is locally sourced. They have cured meats from Vic and elaborate hot dishes, specially prepared by the Saó de Fonteta restaurant. And then they try to "buy local," says Giménez. Cheeses from Casa Carot, pastries and sweets from the Vilamala bakery, products from Avinova at La Boqueria market... Here the cuisine is somewhat more sophisticated than at Espai Quera. The bill is around 25 euros per person. Of course, you can just have a coffee or some olives and a glass of wine.
"I'm from this neighborhood. I've seen the brutal degradation. I lived on Lledó Street until one day, surrounded by tourists, I decided to leave," says Giménez, who met Rafa Serra because someone who is also very networking put them together because they knew they would get along. It's Eva Vila from Vila Viniteca.
From the duty court
"What's happening on Ferran Street is outrageous. You walk from one end to the other and all you see is the Enric Museum of Fine Arts [Ferran]. The rest is a complete mess. Jaume Clotet said on opening day that in a normal city, a street that runs from political power, which is Plaça Sant Jaume, which is Plaça Sant Jaume, which is Plaça Sant Jaume, and hotels... And yet, we have the worst of the worst," Serra complains. Flanking the bookstore are two souvenir shops. One sells underwear that reminds you that you've been to "Barcelona, Spain"
As we talk, people keep coming in. For example, some ladies born in the neighborhood, "right in the heart of it," they tell me. None of them live here anymore. "We used to shop at La Boqueria too, now it's for everyone else," they explain. They see the tables and sit down for a bite to eat. They're regulars at Quera now. Excited neighbors keep coming in. They thank Rafa, who emphasizes the important cultural program they'll be offering. They've already got four top-tier writers lined up for dinner discussions. Another privilege.
"This is like a Casa Batlló embedded in Ferran Street. Why do people stop here? Because there are 18 things cheapskates And you see an interesting one. We should rescue all the businesses one by one,” Rafa says. “However, a lot of the responsibility lies with the administration,” Judit Giménez adds, also telling me that they’ve tried to ensure the workers are local, or at least understand the language and, if possible, speak it.
Save our cuisine, save the neighborhoods, and save the words.