El Departamento Reinterprets Madrid’s Historic Promenade
El Departamento, led by Marina Martín and Alberto Eltini, designs HOFF’s new flagship store on Velázquez Street in Madrid, drawing from the avenue’s 19th-century origins as a planned promenade comparable to the Champs-Élysées. Conceived during the city’s Ensanche expansion, the boulevard was intended as a space for strolling and social encounters. This historical reference becomes the basis for a contemporary interior architecture that translates the idea of the civic promenade into a 600 sqm retail environment.
El Departamento organizes the store as a series of connected spatial atmospheres, each tied to varying degrees of activity and program. The entrance opens into the SNEAKS café, defined by pink olivillo marble and hand-crafted clay tiles selected for their material depth and chromatic warmth. The café can be reconfigured to accommodate events or music sessions, reflecting the project’s emphasis on adaptable layouts.
all images by Javier Bravo
a sequence of Artisanal Display Systems shapes HOFF’s flagship
At the center of the store, creative studio El Departamento organizes The Stage area, displaying HOFF’s collections on three elongated travertine shelves. A custom terrazzo flooring, designed specifically for the brand, establishes a visual and chromatic continuity throughout the interior. Adjustable lighting calibrates the ambience in response to natural light and program requirements. Sculptural works by Sara Regal, Casa Antillón, and Elisabeth Blumen introduce additional layers of material and spatial dialogue.
Beyond this zone, The Sneaker Lab functions as a workshop dedicated to restoration and customization, foregrounding craft and product care. The Gallery, conceived as a contemporary amphitheater, integrates a sculptural piece made of wicker and metal produced by artisans from Alicante. On the upper level, The Work–Shop provides a multipurpose space for cultural programming, while a mirrored wall leads to The Attic, a private, apartment-like setting for meetings and smaller gatherings.
HOFF’s Velázquez flagship reinterprets the 19th-century boulevard as a contemporary retail space
El Departamento Uses Material Contrast to Define Interior Zones
Materiality forms a key structural and experiential framework for the project. Natural lime mortar, local stone, and solid wood establish a connection to traditional craftsmanship, while stainless steel components and technical lighting introduce a more contemporary dimension. Together, these materials create a balanced palette that allows each zone to maintain its own identity within a coherent overall system.
With the Velázquez flagship, HOFF presents a retail model that integrates hospitality, cultural activity, and product display. For El Departamento, the project extends an ongoing exploration of design’s relationship to the urban context and its capacity to shape daily experience.
the store layout follows a sequence of connected spatial atmospheres
natural lime mortar, local stone, and solid wood connect the store to traditional craftsmanship
custom terrazzo flooring unifies the store’s chromatic identity
stainless steel and technical lighting introduce contemporary architectural elements