Madrid once again proves its retail dynamism. Across a range of locations from heritage brands and luxury houses to emerging labels, Lemens & Partners observed powerful concepts where design actively supports brand positioning.
On: performance brought to life
The Swiss brand On, founded in the Alps in 2010, has opened its flagship store on one of Madrid’s main avenues.
The space is minimalist, dominated by grey tones and glossy materials. The product takes centre stage. The shoe wall is designed like a library, with each model presented according to three clear criteria: cushioning, stability and responsiveness.
The message is straightforward: performance is explicit. Retail becomes an educational tool that reinforces technical credibility.
Loewe: the store as a cultural home
Founded in 1846, Loewe embodies Spanish artisanal heritage.
At Casa Loewe in the Salamanca district, the boutique feels more like a gallery than a traditional shop. Artworks, natural Spanish materials and carefully staged products create an immersive experience.
Every design element reinforces the brand’s identity, luxury rooted in craftsmanship and art.
Fashion accessories are integrated into three-dimensional displays that showcase the handbags like sculptural pieces.
Loewe sells heritage, craftsmanship and artistic culture. At a time when luxury must differentiate itself, the brand strengthens its cultural capital. The store becomes a brand manifesto.
Adolfo Domínguez: retail as a tool for renewal
The Spanish brand Adolfo Domínguez, founded in 1950, has been evolving its retail concept since 2021.
Garments are suspended in space. Natural materials dominate. Local artists contribute to the scenography.
The store feels open and breathable, reflecting a return to essentials and a more contemporary repositioning.
El Corte Inglés: strong brand identities within a department store
Often compared to Galeries Lafayette in France, El Corte Inglés brings together many international fashion houses. During our visit, several worlds coexisted — two of which Lemens & Partners highlights:
Givenchy: the runway spirit
Sculptural figures evoke the staging of a fashion show.
The corner becomes almost theatrical, allowing the brand to express its couture universe even within a department store.
Miu Miu: an intimate lounge
Here, the atmosphere is completely different. Carpeted floors, pale blue walls and four armchairs facing one another create the feeling of a private salon.
The mood is calm, almost domestic.
Even within a large retail environment, the brand succeeds in creating a distinctive and intimate universe.
Gimaguas: minimalism and light
Founded in Barcelona in 2018, Gimaguas embraces radical simplicity.
Its Madrid flagship is white, bright and almost futuristic. The glossy ceiling reflects the space, while textured flooring and metal structures reinforce the minimalist aesthetic.
The clothes stand out strongly against this neutral backdrop.
The décor steps back to let the silhouette take centre stage.
Gimaguas speaks to a generation drawn to imagery and visual purity. Minimalism creates an “Instagrammable” yet highly recognisable environment.
Byredo: a journey through materials
Byredo’s boutique tells a story through space.
A red horse immediately catches the eye, referencing Sweden, the brand’s country of origin. Wooden shelving evokes Canada, while aluminium fixtures recall Italy.
Each design element suggests travel, culture and inspiration. The store becomes a visual narrative. Retail transforms into a powerful storytelling tool.
Retail tours as a driver of inspiration
Retail tours have become essential for tracking trends, innovating and drawing inspiration. Lemens & Partners analyses global retail movements through the lens of your strategic challenges, observing what works elsewhere to help shape the retail of tomorrow.
We design and lead bespoke retail tours with our international experts. The field is an endless source of ideas.
Get in touch to organise your next retail tour.
