El Departamento, led by Marina Martín and Alberto Eltini, has designed HOFF’s new flagship store at Velázquez 37 in Madrid. The project begins with a historical and urban reading: laid out during the city’s Ensanche expansion, the avenue was imagined as a tree-lined promenade dotted with cafés, kiosks and gardens that embodied the capital’s cosmopolitan aspirations. This reference becomes the conceptual anchor for an interior architecture that updates the boulevard’s civic elegance, translating it into an open, modular and flexible spatial system.
The project is organized as a sequence of distinct atmospheres, each responding to different levels of activity and intimacy. Upon entry, the SNEAKS café welcomes visitors in a domestic-toned environment wrapped in pink olivillo marble and hand-crafted clay tiles—materials chosen for their tactile depth and warm chromatic presence. This area can be easily reconfigured to host events or music sessions, underscoring the space’s inherent flexibility.
At the core of the store, The Stage presents HOFF’s collections on three elongated travertine shelves. A bespoke terrazzo flooring—designed exclusively for the brand—acts as a unifying element and defines HOFF’s new chromatic identity. Custom lighting adjusts the atmosphere in relation to natural light and program. The area is punctuated by sculptural pieces by Sara Regal, Casa Antillón and Elisabeth Blumen, fostering a dialogue between art and material expression.
The journey continues with The Sneaker Lab, a workshop for restoration and customization that foregrounds craft and product care; The Gallery, a contemporary amphitheater anchored by a sculptural piece in wicker and metal crafted by artisans from Alicante; and The Work—Shop, a multipurpose room on the upper floor conceived for cultural programming. A mirrored wall leads to The Attic, a private, apartment-like space reserved for intimate encounters and meetings.
Materiality shapes the project’s overarching atmosphere. Natural lime mortar, local stone and solid wood establish a direct relationship with artisan trades, while stainless steel elements and technical lighting bring a contemporary counterpoint. The material palette seeks balance and continuity, allowing each zone to assert its own character without compromising the coherence of the whole.
With Velázquez 37, HOFF consolidates a model where retail, culture and hospitality coexist. For El Departamento, the project represents an ongoing investigation into the role of design within the urban context—an architecture grounded in everyday experience
