The new Siroko store is the latest project by El Departamento, an architecture and interior design studio led by Alberto Eltini and Marina Martín. The space’s conceptual and material approach redefines the brand’s retail model through a composition that mirrors the structure and functionality of the cerebral hemispheres, creating an immersive experience where design and functionality seamlessly merge.
Located at 2 Fuencarral Street in central Madrid, the new Siroko store embodies El Departamento’s deep exploration of translating the brand’s dual essence into a 110-square-meter space. Inspired by the themes of adventure and the balance between logic and intuition, the project divides the area into two distinct environments, symbolizing the brain’s hemispheres through a carefully curated color palette. A transitional corridor, housing the fitting rooms, serves as a connecting space, reflecting the integration of both hemispheres during REM sleep.
Under the creative direction of Alberto Eltini and Marina Martín, the El Departamento team has brought Siroko’s duality to life through two contrasting zones, differentiated in both tone and concept. This structure is the result of El Departamento’s in-depth research into the brand’s core values, seamlessly addressing both commercial needs and Siroko’s fundamental essence: the balance between rationality and emotion, mountain and urban landscapes. Each space invites visitors on an immersive journey into the brand’s identity.
Duality in Design: Where Logic Meets Creativity
The left hemisphere zone, embodying logic, analysis, and sequential thinking, features a black color scheme that conveys precision and linearity. Dark tones and black metal create a technical atmosphere, emphasizing the durability and specialized nature of Siroko products. In contrast, the right hemisphere zone, inspired by intuition, creativity, and freedom, showcases vibrant red tones. This dynamic environment invites exploration and adventure, reflecting the brand’s innovative spirit.
A striking bicolor exposed metal structure serves as the centerpiece, seamlessly connecting both zones. This versatile system not only fulfills display and storage requirements but also unifies the contrasting atmospheres. Extending upward to the ceiling, a metal grid reveals industrial elements, reinforcing the brand’s identity. The interplay of colors, combined with consistent metalwork throughout, highlights the conceptual contrast while maintaining a fluid and cohesive spatial experience.
A Harmonious Transition: Bridging Duality Through Design
The journey concludes in a corridor featuring neutral, soft tones – a serene transition between the two hemispheres that houses the fitting rooms. Designed to represent the REM phase, this space bridges the brain’s opposing sides, achieving conceptual harmony through a bright, welcoming design. Warm stuccoed walls and carefully controlled lighting create an intimate atmosphere, offering privacy and comfort to enhance the shopping experience.
Through this innovative design, El Departamento redefines the traditional retail space. The Siroko store transforms technical elements and materiality into a cohesive visual and spatial language, enabling customers to immerse themselves in the brand’s duality and the seamless connection between product and design.
Location Madrid
Area 110 sqm
Design El Departamento
Photo credit Miguel Fernández-Galiano