Roca was at the 5th Casa Barcelona event held as part of the Construmat 2009 international trade fair in Barcelona. Designed by Equip Arquitectura Pich-Aguilera, Casa Barcelona represented a part of a two-storey building. On each floor, there were housing proposals designed by four renowned architecture studios: Estudio Carme Pinós, Andrés Jaque Arquitectos, Equip Xavier Claramunt and Sauerbruch Hutton.

Each of the housing projects provided creative and sustainable solutions for different groups: a family with two children; a group sharing a flat; two single people and an elderly person living alone.

Roca, the world’s leading bathroom company, took part in the project by providing the sanitary ware and the tiles for four homes. Visitors were able to see collections ranging from ELEMENT to the more "retro look" AMERICA. Designed by David Chipperfield, the ELEMENT collection stands out for its avant-garde design, predominantly geometric. It advocates restrained aesthetics by using parts that are fairly thick, thus putting a stamp of authority and presence on a radically different style. Architects Carme Pinós and Xavier Claramunt's proposals included elements from this collection.

The AMERICA collection, on the other hand, could be seen in Andrés Jaque’s project: this collection is reminiscent of bathrooms from the 1950s adapted to the needs of today.

Roca has created the Solo Baño store chain, an unusual, cutting-edge initiative that will enable customers to buy turnkey bathroom projects. This means that consumers can select the different bathroom components, see various space layout options, and contract the installation and assembly.  

Backed by the Roca brand, Solo Baño (Just Baths) is a chain that will be developed through its distribution network. Roca will provide its experience, brand image, space design and an exclusive technology. Indeed, Roca has made a strong commitment to innovation, presenting a system that will make it possible to see the different products and projects in 3D.
 
Roca’s first Solo Baño store is in Barcelona. Located on Vía Augusta at Amigó, in a building by the famous architect Coderch, this will be the pilot showroom in 2009.

The Barcelona store has been created with Alberch, Roca’s distributor for over 50 years. Roca intends to open more stores throughout 2010, positioning them in urban centres with more than 75,000 inhabitants.