Espacio Movistar
Juan Baraja

Past and future fuses to reimagine “Espacio Movistar”, the new Telefónica flagship store

Studio Banana as Architects

Designed by Studio Banana and Design Bridge and Partners to commemorate the company’s 100th anniversary, the historic space reopens on Madrid’s most iconic street redefining the retail experience.

photo_credit Juan Baraja
Juan Baraja

Studio Banana and Design Bridge and Partners redesign the Telefónica flagship store located at Gran Via 28, one of the most important commercial streets in Europe.The new space called “Espacio Movistar” offers an innovative user-centred experience humanising technology while enhancing the global company’s brand strategy.

photo_credit Juan Baraja
Juan Baraja

The project transforms a 2,500-square-metre inside the iconic skyscraper designed in 1930 by Ignacio de Cárdenas, which is considered one of the architectural gems of the early 20th century.

photo_credit Juan Baraja
Juan Baraja

Following a strict and respectful process of restoration, the new 2-floor space preserves and highlights the building's cultural heritage while creating a versatile, future-proof space delivering a highly experiential environment reflecting the brand's evolution and vision.

photo_credit Juan Baraja
Juan Baraja

A new retail vision

Espacio Movistar boosts exploration and connectivity through an enjoyable physical and digital experience. Multiple content offers blurring the boundaries between retail, entertainment, and culture seamlessly interact to successfully rebirth this flagship and preserve the legacy of one of Europe’s busiest commercial arteries.

photo_credit Juan Baraja
Juan Baraja

Spatially, the project promotes openness and connectivity with the city, redefining the communication hub at kilometre zero. Experientially, the proposal seeks to surprise and build community, fostering more dynamic relationships with visitors and memorable brand activations. 

photo_credit Juan Baraja
Juan Baraja

Alternative content experiences

In addition to a large central atrium designed to host events and live TV broadcasts, the ground floor features a retail area that reinvents the shopping experience and incorporates interactive technological solutions. Alongside the historic façade, an immersive cube with high visual impact disrupts the space with an alternative content experience.

photo_credit Juan Baraja
Juan Baraja

The first floor, more focused on entertainment and geared towards a younger audience, houses content creation pods, gaming areas, a cinema, and dining options. It also offers a direct connection to the historic Telefónica Foundation museum.

photo_credit Juan Baraja
Juan Baraja
photo_credit Juan Baraja
Juan Baraja
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