Museu del Torró i la Xocolata Vicens Barcelona

Located right on Barcelona's Rambla, in a historic building dating back to 1910, lies a sweet and surprising experience: the Turrón and Chocolate Museum by Turrones Vicens. The space is not only a tribute to Catalan culinary culture, but also a living example of how a family business has transformed tradition into a modern and universal offering.

An emblematic 370 m² space with a tasting room and workshop

The museum is located inside the Torrons Vicens store at 134 La Rambla, and from the first moment you see it, it's no ordinary shop. The space is spacious, bright, and full of details that evoke the past. An internal staircase connects the shopping area directly to the museum, creating a seamless connection between the pleasure of shopping and the pleasure of discovery.

With 370 m² of museum space, the space is designed to be educational, immersive, and sensorial. It also features an exclusive tasting area, where visitors can sample unique flavors and limited-edition nougats and chocolates.

The nougat revolution: from 1775 to today

One of the central parts of the museum is the story of the turrón revolution in Agramunt, which began with the acquisition of Turrones Vicens by Ángel Velasco Pérez in 2000. Thanks to his vision and drive, a company founded in 1775 became the absolute benchmark for turrón in Catalonia and Spain, a dessert consumed all year round.

This achievement was no coincidence: it was the result of a combination of tradition, innovation, and quality, the brand's three pillars. The museum explains how new flavors and formats were developed, and how collaborations were established with haute cuisine chefs such as Albert Adrià and José Andrés, elevating turrón to new creative dimensions.

An immersive experience with cutting-edge technology

The museum isn't just for looking and reading. It's a fully immersive and technological experience, with:

• 3D projections.
• Holograms.
• Mapping.
• An immersive room that transports you to the nougat past.

These technologies help us understand the history of Turrones Vicens, its evolution, and the importance of the municipality of Agramunt in the world of turrón in a visual and engaging way.

The history of Jolonch Chocolate: a living legend

Another highlight of the tour is the one that explains the history of Chocolate Jolonch, one of the oldest brands in Europe (founded in 1770) and currently owned by Torrons Vicens. It is still made today with its original recipe and top-quality ingredients.

A special room simulates an early 20th-century chocolate shop, with modernist wooden windows projecting images of old Barcelona. We find period furniture, including a replica of a three-century-old wooden refrigerator, and you can see how a real chocolate mill worked, with holograms recreating the activity of an 18th-century factory.

Gastronomy, culture and shared emotion

The Turrón and Chocolate Museum not only aims to educate, but also to excite and delight. The message is clear: chocolate and turrón are much more than sweets. They are part of collective memory, celebrations, and family life. They are symbols of culture and territory.

Visitors not only learn, but also taste and experience. The visit concludes with a tasting of unique flavors that allows them to appreciate the quality and creativity of Vicens products.

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