NEW YORK–Spanish porcelain maker Lladró is relocating from its 57th Street building here, taking a showroom at Forty One Madison Avenue and opening a flagship boutique at 500 Madison Avenue in November, the company said. A spokesperson said the moves reflect “a strategic repositioning of the brand.”

Lladró will debut a showroom on the 17th floor of the Forty One Madison in time for the New York Tabletop Show next month. “We feel that this is the right placement for our brand and the best way to present itself to the trade,” said Cristina Egido, communications and events manager. The new showroom will be a modern space dedicated to Lladró’s most recent introductions, as well as a curated selection of high porcelain, lighting and home décor pieces, she said.

The company decided to move its boutique to Madison Avenue for several reasons, Egido told HFN, including better exposure and foot traffic, “as well as the benefit of being at the heart of the city’s luxury shopping center, surrounded by the brands that, like Lladró, set the new trends in art, fashion and design.

“The new concept store responds to the vision of the Lladró family and is the beginning of a new generation of Lladró boutiques that are born in a renewed style conceived by Spanish acclaimed creative Jaime Hayon, who has led the design project,” Egido continued. “The fresh, modern aesthetics of the new space will be the perfect canvas for a dynamic display of Lladró’s most innovative collections, in addition to the new classics of the brand.”