Barcelona’s Eixample is set to get a new flagship from Go-Go, the ice cream brand created by entrepreneur Carles Roca. The shop will open by the end of June 2026 at Consell de Cent with Passeig de Sant Joan.
The main draw is a patented machine inspired by Antoni Gaudí, with design details that recall the chimneys at La Pedrera. Customers choose a base, such as La Fageda yoghurt or coconut ice cream, then add fruit like mango, strawberries or banana. The machine turns those ingredients into a personalised ice cream in about ten seconds.
Roca, who is 33 and from Sabadell, said the machine is central to the brand. “The magic happens in the machine. It is the Go-Go experience,” he said. He also said, “The combinations are infinite. It is imagination in power.” Customers can then add toppings including pistachio, brownie, granola, Lotus biscuit or Lacasitos.
The new Barcelona shop follows demand from people who had tried Go-Go at events and wanted a place to return to. Roca said, “People wanted to come back and had nowhere to do so.” The first Go-Go store opened in Sabadell in June 2025, at Sant Antoni Maria Claret, 10.
Roca’s path to the brand included work at Airbnb and Fever, after studying at ESADE and spending time in Montreal and Beijing. He and his business partner, Robin, first took Go-Go to festivals with a New Zealand-made machine and a food truck. Early appearances included Rec.0 in Igualada and Primavera Sound in 2024, where Roca said the response was strong from the start.
The pair later worked with engineers and industrial designers to create their own machine, which they presented at Sigep World in Rimini, Italy. The machine drew interest from several companies, but it is not for sale. After Barcelona, Roca wants to grow the brand internationally, with Lisbon, Madrid, Paris and London among the cities he has in mind. For more Barcelona business and openings, see Community and Sport.
