The life-sized cow sculptures outside of the former SLUIZ in the Ibiza countryside became a source of pride for the brand – and they are already signed up to stay.
SLUIZ, the Ibiza interiors and lifestyle brand synonymous with experimental decor and eclectic design, enters a new era under new creative leadership.
Back in its heyday, SLUIZ in Ibiza has inspired comments from “am I in the right place, or is this the circus?” to “it’s like Ikea on acid” but beyond the commotion, lies a past that has been such an emotional roller coaster — not only for the family who created and shaped it over 20 years, but also for its loyal, wild-hearted clients.
A magic world dreamed up from an anything-goes approach to design, maximalist interiors, eccentricity and an unapologetic kitsch aesthetic reflecting freedom and individuality—feels almost inevitable on an island whose identity has long been shaped by hedonism, flamboyance and perpetual reinvention. Whimsical and although with a fitting profile of “the world’s wackiest concept store” it clearly was never just a store. The fully immersive experience was curated through a surreal collection of statement homewares, unique fashion, art, cocktails, cake—and as if life-sized cows weren’t surreal enough – they were wearing vivid blue, pink and purple.
From evolving, to relocating and twice closing down, SLUIZ has come and gone over recent years – but now the eclectic repertoire of unexpected treasures is re-emerging, without ever losing sight of its ability to make people smile. Places imbued with this much colour, character and admiration from tourists and residents alike, are not easy to shut down or forget, particularly when people are constantly asking them when are you coming back?. “Some things are too colorful to be allowed to vanish” says Leticia La Valle, who shares with Ibiza PJ the latest developments at the company, following her and her husband’s acquisition of the iconic brand.
A look back at the former SLUIZ in Ibiza
“SLUIZ is a world beyond ordinary. A maximalist, joyful, slightly surreal universe where design meets humor and nothing behaves as expected” shares Leticia who was a regular client before becoming its new creative leader. “We were SLUIZ customers long before we were its owners — we spent years wandering those aisles, laughing at objects that refused to behave normally, filling our home with things we didn’t know we needed. When we learned the brand might disappear forever, it felt almost physical (I was personally in tears)” she reveals.
How an Ibiza Heritage Brand Is Being Revived
Behind the revival is Leticia La Valle originally from Barcelona bringing a fresh creative perspective to the brand. With all eyes on the new SLUIZ, due to open next year, pending the necessary paperwork to finalise its new location, exciting times lie ahead for the Ibiza interiors brand. While its previous locations set a high bar, the new owners believe in building at a natural pace, with no need to compete with the past. The vision is to grow organically as the right opportunities and, ultimately, a larger venue presents itself ¨The result will be a SLUIZ true to its nature: evolving, mutating, surprising — and growing. “So many customers were left waiting when the doors closed, and we simply don’t want to keep them waiting longer than strictly necessary.” she says.
The re-branded logo
Something of a legend in the world of Ibiza design, SLUIZ is set to relaunch with a sophisticated mix of new pieces that harks back to its dopamine decor and provocative style, tapping into your wild side. Plans for the revival are already underway, with a strategy focused on building SLUIZ into a year-round creative universe, both online and offline, while collaborating with a fresh roster of makers and creatives from the island, as well as maintaining international presence.
“The collections will be new from creators who share the brands spirit —hunted piece by piece with the same eye: if it makes you smile, if it refuses to be normal, it belongs at SLUIZ,” shares Leticia. Although she and the team are not looking to recreate the past, there are certain elements of SLUIZ identity that have become too deeply entwined with the brand to let go. “The icons are non-negotiable: the blue cows will graze again (as well as the naughty dwarves)” she says with a laugh. “The surreal objects, the impossible mix of home, fashion, design and food under one roof, the feeling of walking into a cabinet of wonders.”
We asked Leticia to describe their vision for the next chapter of SLUIZ under her artistic direction ¨Kitsch elevated to pure art. Chaos, color and cool stuff, curated with real intention. A place where a blue cow makes perfect sense next to a beautiful sofa, and where you come for a lamp and leave with a story. We want the new chapter to feel unmistakably SLUIZ — irreverent, joyful, free but with a fresh energy: more creativity, more surprises, and a digital universe that lives all year round, not only when the doors are open.”
Never just a Quirky Tourist Attraction
SLUIZ was never simply a quirky tourist attraction — it has long been an important part of Ibiza’s creative, design and cultural community, a role the new owners intend to continue and expand. This summer, they announced on Instagram a collaboration with Ibiza-based ROLA Film Festival, becoming one of the sponsors of its week-long programme, hosted across Boutique Hostal La Curandera de Salinas, Fundació La Nave Salinas, Juntos Farm and Plaza del Parque in Ibiza. The programme culminated in a live artistic procession, winding through the streets of Ibiza before reaching the top of Dalt Vila.
¨We want SLUIZ to be a home for the island’s creative energy — a stage, not just a store. That’s why we chose to support the ROLA Awards even before reopening: because believing in Ibiza’s creative community doesn’t need to wait for an opening date. Going forward we dream of collaborations with artists, exhibitions, small happenings, and a space where design, humor and culture mix the way they always have on this island: freely¨ says Leticia.
A look back at the former SLUIZ location
SLUIZ was never just a place for passing tourists to gasp at; its pieces found their way into the homes of creatives with sophisticated design credentials. Among them were award-winning Spanish rug designer Nani Marquina and her husband, Albert Font. In their Ibiza home, a restored casa payesa featured in AD in 2017, SLUIZ pieces appear throughout, from the terrace and poolside to the lounge and kitchen. Even the designer’s bedroom features a statement bedside table upholstered in a jazzy SLUIZ print fabric. The Ibiza home of AD100 interior designer Luis Galliussi was also featured in AD, showcasing a selection of SLUIZ pieces, including a wooden bench, a chair crafted from the timber of Indonesian boats, Acapulco chairs and a Mexican fan. Ibiza PJ are excited to imagine the future homes on the island that will once again be filled with pieces from the iconic brand.
Eclectic Decor is Back
A throwback to the former SLUIZ in Ibiza, where almost anything could be found among its theatrical displays — from parking signs and upholstered chairs to taxidermy and dolls. The café area offered a welcomed moment to pause.
Before dopamine decor became ubiquitous in contemporary design, SLUIZ was already smashing the look a decade ago. Long before interiors were being described in terms of mood-boosting colour, playful maximalism and personality, the eccentric Ibiza concept ¨store¨ (some called it a circus) was filling its enormous spaces with surreal objects and unexpected combinations always in a joyful rainbow palette. SLUIZ was never interested in beige minimalism or interiors that took themselves too seriously; it was about curiosity and humour.
Now, as colour, maximalism and eclectic interiors make their way back into the design conversation on the island, SLUIZ’s anything-goes approach feels less eccentric — and more ahead of its time. More recently, the dopamine decor aesthetic has continued to surface in Ibiza’s design-led hospitality, such as in the new Magic Ibiza fincas – a far cry from the traditional white-washed finca.
The Wait is Almost Over
For the new team, the most anticipated part of the revival isn’t necessarily the products or the interiors, but the reaction of the people who walk through the doors. “The faces — there is a moment when someone walks into SLUIZ for the first time, or the first time in years, and their expression does something between a laugh and a gasp,” says Leticia. Behind the scenes, however, the revival has not been without its challenges. “Everything is moving forward — the team, the brand, the collections, the vision are all ready and waiting.”
Perhaps the ultimate dream is not only to revive SLUIZ, but to pay homage and respect to the design icons of the past and bring them into the future. “We hope in twenty years, someone’s grandchildren are still arguing about where to put the blue cow.”
Finally, the brands new owner says ¨thank-you to everyone who has written, messaged, and stopped to ask about SLUIZ. Reviving a brand is a long road full of very unglamorous obstacles, and that constant affection is genuinely what carries us. The best way to walk this road with us is Instagram (@sluizibiza) — further details on the comeback will be announced there first, and we promise the wait will be worth it. À bientôt! or as the cows say: moo¨
SLUIZ (e-mail: moo@sluiz.com)
