A Destination Bookstore
Adapted from an article by Rūta Grašytė
The El Ateneo Grand Splendid Bookstore in Buenos Aires is a magnificent example of a trend in specialty retail. Consumers who can shop for almost anything online want an incentive to shop in person. They desire a destination experience. These experiences can be grand like El Ateneo, or as simple as a warm welcome from a friend who knows and prays for a customer by name. Catholic businesses who cultivate a destination vibe make a lasting impression that generates repeat customers. Whether integrated into a shrine retreat or pilgrimage, or as a hub of parish life community, or as a neighborhood go-to for families and seniors, Catholic book and gift stores can be a destination experience with a spiritually personal touch.
Here’s a bit more information about El Ateneo:
“Tucked away in Barrio Norte, Buenos Aires is a beautiful shop that every bookworm would love to visit, called El Ateneo Grand Splendid. It is built within the almost 100-year-old Grand Splendid Theater, which opened in 1919. The premises were later converted into a movie theater and eventually, in 2000, it was transformed into the El Ateneo Grand Splendid bookstore, which currently welcomes over one million book lovers each year. The stunning building was initially designed by architects Peró and Torres Armengol, then later converted from an old movie theater into a bookshop by architect Fernando Manzone, who retained many parts of the theatre, including the stage, the balconies, the interior design details and even the red curtains. In 2008 El Ateneo Grand Splendid was named the second most beautiful bookshop in the world by The Guardian, and that’s no surprise considering its elaborate décor and classic 1920’s theater feel.” Click HERE to see more.
Catholic specialty stores may not make the grand impression of El Ateneo. However, from God’s perspective, the spiritual glow of the virtues in the volumes on those modest store shelves, and the sacred sparkle of each Catholic-inspired gift, may surpass the magnificence of El Ateneo’s grand splendidness. If only we had God’s eyes to see it.
