Ikea and Pedro Sánchez shop at El Marco de Oro

BarcelonaA new client orders fifty picture frames at El Marco de Oro. Okay, no problem. The surprise comes when they discover the shipping address: the IKEA offices in Madrid. Wow, with the huge number of frames they have to sell, it's very telling that they order the framing from outside. They're looking for quality, of course; they need the guarantee of an expert, of someone who works fine, a custom framer who never fails. In commerce, as in life, the unexpected paradox is impressive. And descriptive, above all, very descriptive.

Marco de Oro, in the center of Barcelona, ​​​​on Pau Claris Street and Valencia Street, has been owned by the Puigsech family since 1939. It has been a benchmark within the trade, and today the brothers Carlos and Joan Puigsech are the third generation. The business was opened by their grandfather in 1939, a complicated time, a harsh postwar period, and a time with a concept of commerce that has nothing to do with today's. You bring me some paintings to frame, and I'll give you one of my paintings. Exchange, cooperation, resistance. In those early years, the business also included the sale of products with religious themes. These are now shelved, but some vestiges still remain on the walls and display cases of the store. Oh, and also household goods, tableware, kitchenware, and some jewelry. The clientele was varied and diverse. From individuals to art galleries that commissioned them to frame paintings for exhibitions. In fact, exhibitions had also been held on the upper floor of the store. The staircase and the sign that prove it are still there.

What's the most common order these days? Well, it's still the private client who wants a painting or poster framed. It's then a matter of choosing the style, the frame, whether you want wood or metal, and little else. In the past, the Eixample neighborhood was predominant. Now, it's very popular for newcomers who want to decorate their home. Everything counts.

For these types of profiles, for a few years now the shop has had an interesting stock of reproductions of old posters, both advertising and thematic, made of sheet metal or wood. From Tintin to the Montesa, passing by Marilyn Monroe and all the Hollywood legends. There are regular passers-by who just want to photograph the interior: "Hey! That's not a museum, is it?" they jokingly warn. There are also customers who want to replace a broken window, some restoration work on old frames, and tabletop frames to show off family photos and childhood memories. Oh! And it seems unbelievable, but framing objects is still in style. Not from the days when fans and pistols were framed, but from the worlds of memorabilia and nostalgia vintage They are inscrutable.

A demanding profession

"We're like a dinosaur," the Puigsech brothers admit. A diehard who refuses to leave: "When we have to fold, we will do so without regret or regret." They're still not sure if there will be a generational replacement, but they're not overly worried either. They agree with a consensus opinion in the shopkeeper profession: customer-facing work is demanding and exhausting. They don't advertise much or focus on online sales. "To frame, you have to see what you want, choose, and decide in person." How much does it cost to frame a painting or poster? It depends a lot, precisely, on the choice you make. You can spend between sixty and four hundred euros. There's something for all budgets, needs, and preferences.

You could say that week after week they have offers for the sale of the premises, located on an extremely attractive corner, next to the Modernisme of Passeig de Gràcia. No offer has been worth it. In the same premises for the framing. in situIllustrious clients? Oh, a lot of variety. The Puigsechs are discreet; they don't want to talk too much. They only mention one, Pedro Sánchez, who bought a selection of advertising posters from them.