A new flagship store for sneaker brand HOFF has opened on Madrid's prestigious Velázquez Street, featuring a striking design that reinterprets the historic boulevard's 19th-century origins as a grand promenade. The 600-square-meter retail space was designed by El Departamento, a creative studio led by Marina Martín and Alberto Eltini, who drew inspiration from the avenue's original conception as a planned walkway comparable to Paris's Champs-Élysées.
The design concept stems from Velázquez Street's historical significance during Madrid's Ensanche expansion period, when the boulevard was envisioned as a space dedicated to leisurely strolling and social encounters. El Departamento has translated this civic promenade concept into a contemporary interior architecture that organizes the store as a series of connected spatial atmospheres, each corresponding to different levels of activity and programming.
Upon entering the flagship store, visitors are welcomed into the SNEAKS café, which serves as the primary focal point of the entrance area. This space is defined by pink olivillo marble surfaces and hand-crafted clay tiles that were specifically selected for their material depth and chromatic warmth. The café features a flexible design that allows it to be reconfigured to accommodate special events or music sessions, reflecting the project's overall emphasis on adaptable layouts that can serve multiple functions.
At the heart of the store lies The Stage area, where HOFF's sneaker collections are displayed on three elongated travertine shelves designed to showcase the products as artistic objects. The entire interior features custom terrazzo flooring that was designed specifically for the brand, establishing visual and chromatic continuity throughout the space. An adjustable lighting system has been installed to calibrate the ambience in response to natural light conditions and varying program requirements.
The store incorporates several artistic elements, including sculptural works by Sara Regal, Casa Antillón, and Elisabeth Blumen, which introduce additional layers of material and spatial dialogue throughout the retail environment. These art pieces serve not merely as decoration but as integral components that enhance the overall shopping experience and reinforce the store's cultural programming.
Beyond the main display area, The Sneaker Lab functions as a dedicated workshop space for sneaker restoration and customization services. This area foregrounds craftsmanship and product care, allowing customers to witness and participate in the artisanal process of sneaker maintenance and personalization. Adjacent to this space, The Gallery has been conceived as a contemporary amphitheater that integrates a sculptural piece made of wicker and metal, produced by skilled artisans from Alicante.
The upper level of the flagship store houses The WorkShop, a multipurpose space specifically designed for cultural programming and community events. A strategically placed mirrored wall leads visitors to The Attic, an intimate, apartment-like setting that provides a private environment for meetings and smaller gatherings, offering a more exclusive experience within the larger retail space.
Materiality forms a crucial structural and experiential framework for the entire project, with El Departamento employing a carefully curated palette of traditional and contemporary elements. Natural lime mortar, local stone, and solid wood establish a strong connection to traditional Spanish craftsmanship, while stainless steel components and technical lighting systems introduce a distinctly contemporary architectural dimension. This balanced combination allows each zone to maintain its own unique identity while contributing to a coherent overall design system.
With the opening of the Velázquez flagship store, HOFF presents an innovative retail model that seamlessly integrates hospitality services, cultural activities, and product display into a single cohesive experience. For El Departamento, this project represents a continuation of their ongoing exploration into design's relationship with urban context and its capacity to shape and enhance daily human experience in commercial spaces.
