Barcelona's traditional La Rambla florists have temporarily relocated to Plaça de Catalunya for this year's Sant Jordi celebrations, moving from their iconic street due to ongoing renovation works. This marks a significant change for the city's most authentic and photographed street festival.
The eight florists, including the historic Flors Carolina, have been positioned on wide pavements on either side of Carrer de Bergara, above Carrer de Pelai, since a month prior to Sant Jordi. This temporary arrangement will last until February, when the remodelling of La Rambla is expected to conclude, allowing them to return to their original central promenade.
Carolina Pallés, co-owner of Flors Carolina and a fourth-generation florist, noted that the new location offers a different atmosphere. "More local people are seen passing by here; on La Rambla, it was mainly tourists," she explained, adding that many tourists would typically walk up from the Columbus Monument after arriving by cruise or visiting the sea. Flors Carolina, established in 1888, had never before moved from La Rambla in its 138-year history.
A New Setting for Iconic Photos
This year, the emblematic Sant Jordi photograph of La Rambla's central promenade, usually packed with people, will need to be captured elsewhere. The new, wider pavements in Plaça de Catalunya can accommodate even more people than the original Rambla location. Despite the change, Pallés remains optimistic about the day's success. "The feeling is that Sant Jordi will work, here and everywhere. It's a big celebration across Barcelona, just like in Maresme and any other town or city in Catalonia," she said. "Whether it will be the same as other years in this new location, or if it will be better, we shall see: it's a surprise."
Pallés, known for her positive outlook, confidently stated, "It will go well!" She added, "Everyone works for Sant Jordi; we just have to hope the weather holds. For now, we have the usual orders, from companies and individuals." She recalled some years when additional rose deliveries were needed by mid-afternoon. "This year, I believe we will be able to sell all the ones we've bought," she commented.
Global Origins of the Sant Jordi Rose
The roses sold for Sant Jordi now primarily originate from abroad, with many coming from countries such as Ecuador in Latin America. "Before, we used to have them from Maresme and Valencia, but now they come from Latin America," Pallés explained. She described the process: "They arrive without water and, after soaking them for three hours, they can be prepared." She noted that locally grown roses were more common when the festival was primarily celebrated by local residents. "I remember, as a child, leaving school on Sant Jordi and coming to the stall and only seeing locals; it wasn't as crowded as it is now," she said. "Now, we always have to add tourists. Years ago, they didn't know about festivals like this. They might come for New Year's and in the summer, and since we close in August, we didn't see them. Now, however, they are here all year round, and that also means that for Sant Jordi, we need many more roses."
At her provisional stall, Pallés has adorned the walls with newspaper clippings featuring photographs of memorable moments, including visits from notable figures greeting her father or herself and her sister. Each year, on Sant Jordi, friends and family join the florists to help sell roses, eager to experience the special day. Additionally, professionals skilled in floral arrangements are often present to create more elaborate bouquets, as "everyone can make a rose with a wheat stalk, but they make more elaborate presentations," Pallés clarified.
The Enduring Reign of the Red Rose
Sant Jordi is the busiest period for florists. "It's the most intense work time of the year," Pallés stated, adding, "For us, Sant Jordi isn't just one day. It's at least a whole week of preparations."
The celebration fills the streets and flower shops with red, as the red rose remains the undisputed star of Sant Jordi, despite the presence of white, pink, yellow, and even blue varieties. "Yes, the red is the queen and always will be, although some want white ones, but they are a minority," Pallés confirmed. She shared a verse often requested with a combination of white and red roses: "El foc dels teus ulls m’ha encès el cor" (The fire in your eyes has lit my heart). This reflects the language of flowers, which Pallés has studied, expressing emotions through these natural beauties.
A New Chapter for La Rambla Florists
The eight florists, including two dedicated to seeds and flowers, one selling only seeds, and four selling only flowers, are set to return to La Rambla's central space next February. This move will mark a "new stage" for these businesses. "We have the feeling that it will look very good, and I hope that, out of curiosity alone, Barcelonians will walk along La Rambla again," Pallés commented, expressing her excitement for the environmental change. "I think it will be good for all of us, and I'm happy because I see that the works are progressing at a very good pace; I think they are going faster than expected."
Flors Carolina's rich history began with Carolina Serrat Barrera, daughter of an itinerant florist who sold flowers from a basket outside places like the Liceu opera house. It was her daughter who secured a permit from Barcelona City Council to open the permanent flower stall on La Rambla, opposite La Boqueria market, where Carolina and Mercè Pallés continue the family tradition today. This Sant Jordi, they will exceptionally sell their iconic red roses from Plaça de Catalunya, filling the new space with the flower that, while not bringing summer, certainly creates a fabulous, unique, and deeply rooted festival.
