The HOFF Velázquez flagship store in Madrid interprets retail design as an extension of urban space. Designed by El Departamento, the project reconsiders Calle Velázquez, a historic boulevard developed during Madrid’s 19th-century Ensanche expansion, translating the ideas of strolling, observation and social life into an open, articulated and relational interior aligned with contemporary fashion retail approaches.
Covering 600 square metres at Calle Velázquez 37, the store unfolds as a sequence of differentiated environments where retail, hospitality, culture and social interaction coexist without rigid hierarchies. The result is a flagship store that moves beyond conventional commercial functions to define a continuous spatial experience.
Retail design and urban memory on Calle Velázquez
The project takes shape from the symbolic role of Calle Velázquez, conceived in the 19th century as a major urban boulevard inspired by the Champs-Élysées. El Departamento transfers this memory into the interior organisation, creating a spatial sequence that alternates thresholds, waiting areas, display spaces and environments dedicated to social interaction.
The entrance introduces visitors to the SNEAKS café, a domestic-inspired environment defined by pink olivillo marble and handcrafted clay surfaces. The space functions both as a welcoming area and as a flexible setting for events and musical performances.
Materials in the HOFF Velázquez flagship store
Materiality plays a central role in shaping the atmosphere of the project. Natural lime-based plaster, local stone and solid wood establish a tactile and coherent language connected to craftsmanship and authentic material expression.
These elements are combined with stainless steel and technical lighting systems that introduce a contemporary counterpoint. The custom-designed terrazzo flooring acts as a unifying surface and contributes to the brand’s renewed chromatic identity.
Retail layout between display, hospitality and culture
The core of the store is The Stage, where HOFF collections are presented on three long travertine shelves. The solution organises the space with continuity and balance, integrating merchandise directly into the architectural composition.
The sequence continues with The Sneaker Lab, dedicated to restoration and customisation, and with The Gallery, conceived as a contemporary amphitheatre. Here, a wicker and metal sculpture crafted by artisans from Alicante introduces a stronger narrative and material dimension.
On the upper floor, The Work–Shop hosts cultural activities and flexible programmes. A mirrored wall leads visitors to The Attic, a more intimate and domestic environment designed for private meetings and smaller gatherings.
Retail lighting and atmospheric variation
The custom-designed lighting system accompanies the spatial sequence and modulates perception throughout the different environments. The lighting strategy interacts with natural light and changing programmes of use, supporting both product visibility and the experiential quality of the space.
Inside the HOFF Velázquez flagship store, technical lighting, natural materials and custom furniture contribute to a flexible retail environment capable of adapting to commercial, cultural and hospitality functions.
A flagship store between commercial architecture and social interaction
With Velázquez 37, HOFF consolidates a model in which retail, culture and hospitality coexist naturally. For El Departamento, the project forms part of a broader investigation into the role of commercial architecture within the urban context.
The flagship store reinterprets the memory of the place through a contemporary language, transforming the shopping experience into a sequence shaped by materials, light, pause and interaction.
Location: Madrid, Calle Velázquez 37
Design: El Departamento – Alberto Eltini, Marina Martín
Photo credit: Javier Bravo