A unique bookstore in the world: the first concept store dedicated exclusively to humor opens in Barcelona.

"It's the world's first specialist humor store. We sell books, art, and funny stuff . We also host podcast and show recordings and organize an alternative comedy festival once a year. And we have an online school." This is how the first concept store dedicated exclusively to the genre, in which authors such as David Safier , the stark Maruja Torres , and Dolly Allerton (the latter dubbed the Bridget Jones of the millennial era) shine, describes itself on its website, providing a balm for dreary routines.

The Barcelona bookstore, formerly located on Villaroel Street, is embarking on a new era on another key artery in downtown Barcelona, ​​Tamarit , near the Sant Antoni market. Everything there smells new . And they still need a bit of a boost before they take off. But it won't be long before they get there. Who doesn't miss experiencing those belly-aching belly laughs or laughing at everyday miseries? The revolution is already being felt among its shelves.

La Llama Store has a wide collection of sharp fiction, including little gems in Spanish, Catalan, and English that straddle the lines of dirty realism , fringe experiments , and science fiction . Examples include titles like Patria, la buena (Good Homeland) by Ricardo Gómez or Todas las guerras empiezan en verano (All Wars Begin in Summer ) by Diana Aller. The store also stocks "dumb books" and satirical guides like Dawn of the Dumb by Charlie Brooker or Encara més pijos (Face Messy Face) by Marc Giró. Upon entering the store, you'll not only find sarcasm and crime fiction, but you'll also experience a brief déjà vu of Christmas markets, where joke items are a favorite, which many people buy for December 28th, April Fool's Day.

Humor as a form of expression and resistance

Customers will find candles to pray to their particular god or goddess. Some of those for sale include those of Jennifer Coolidge , Steve Martin , or Bill Murray, for a price of 24 euros. There are also gum and sweets with empowering messages, such as the poster from the legendary American propaganda film You Can Do It or an illustration of Freddie Mercury, the king of Queen. The merchandise is completed with mugs, patches, pins, T-shirts, and postcards . According to the owners, " There is a lot of demand for poop at La Llama. These are made in L'Hospitalet and have an exceptional realism... it's something very Catalan." However, customers' tastes vary depending on the season. "Last summer, the best-sellers were the fans with popular slogans like 'fucking heat' or 'fucking weddings,'" they point out.

La Llama Store's cultural offering is rounded out by a regular open mic ( every two weeks ) hosted by Kike García, which can be purchased at this link . In addition, the La Llama Store team organizes various live shows, podcasts with guests from the world of comedy, and an online school that teaches screenwriting, stand-up comedy, improv, and humor writing . The teaching staff includes Ignatius Farray, Berto Romero, Judit Martín, Valeria Ros, and Martín Piñol, among other professionals.

A talent pool with a neighborhood spirit

From their location in the Sant Antoni neighborhood, La Llama has established itself as one of the driving forces behind the rise of stand-up comedy in Barcelona . Although their business philosophy is clear— "Our goal is to make ourselves richer with the bookstore," they readily acknowledge—they also cultivate a spirit of creative community. They don't just sell books there: they also offer tools to experiment with new formats, launch projects, and explore alternative avenues in comedy.

Over time, the name La Llama has transcended the walls of the shop. It's now also synonymous with La Llama Fest, a comedy festival, and a comedy school (€14/month) that has served as a springboard for emerging voices like Irene Minovas, Adri Romeo, and Ana López . Additionally, renowned podcasts such as La Ruina and El Nou Paradigma have emerged from its orbit.