shop

What Lemens & Partners took away from its latest Retail Tour in Madrid

17 February 2026 by Flora

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.

Retail Tour Madrid El Corte Inglés Givenchy

Retail Tour Madrid El Corte Inglés Miu Miu

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.

Valentine’s Day: A Platform for Retail Experience and Brand Strategy

11 February 2026 by Flora

As Valentine’s Day approaches, many brands are already activating their in-store communications. This period is becoming a powerful lever for customer experience, emotional connection and retail differentiation. In Madrid, several brands perfectly illustrate this shift through immersive window displays, emotional storytelling and interactive activations. Valentine’s Day is now positioning itself as a strategic moment within the commercial calendar.

One of the key elements widely used by brands is emotion.

Some brands, such as Havaianas, rely on video content displayed in their shop windows, telling the stories of different couples wearing their products. The objective is to create identification, immerse consumers in real-life moments and associate the brand with positive emotions.

This type of storytelling transforms a simple product into a symbol of connection, relationship and shared memories. In retail, emotion becomes a powerful driver of purchase.

Beyond visual merchandising, some brands no longer use their windows only to showcase products, they invite customers to interact.

Lonbali, for instance, installed red envelopes outside its storefront that passers-by can open to discover cards inside. A simple yet highly effective gesture, as it creates curiosity, encourages people to stop, take photos and share the experience, while generating a playful and engaging moment.

vitrine pretty ballerinas madrid saint valentin

Every year, this period also brings back the universal codes of Valentine’s Day, red hearts, love messages and warm visual atmospheres. These strategic elements anchor brands within a key commercial moment and trigger immediate emotional connection. When repeated along an entire street, they create a seasonal environment that naturally encourages impulse purchasing.

Cedric et la Chocolaterie invites us to dream

15 December 2025 by Flora

Since 18 October 2025, French pastry chef Cédric Grolet has unveiled his latest project to the public: the opening of his chocolaterie at 33 Avenue de l’Opéra in Paris.

Chocolaterie Cédric Grolet expérience retail

From the moment you step inside, visitors are drawn into a magical world, guided by the rich scent of chocolate, the finesse of the creations and a setting that subtly recalls the universe of Charlie and the Chocolate Factory.
The scenography is designed as a visual and immersive experience, even before the first taste. It comes to life through an impressive wall-mounted chocolate fountain, made using over 200 kg of chocolate. Every detail is carefully crafted to immerse visitors in the world of cocoa: warm colours, a counter shaped like a biscuit, and, looking up, a ceiling entirely composed of chocolate eggs.

Each product is treated like a work of art. The pieces displayed in the shop are exhibition models; once ordered, your selection arrives directly in a glass dome, like a miniature lift.
The limited number of references increases desirability, applying a principle of rarity that creates value.
Food design is also particularly refined, with clean-lined chocolate bars, intertwined chocolate sticks presented in a sleeve, and mendiant tablets delivered like artistic objects.

Cédric Grolet’s Chocolaterie offers a strong retail experience, with bold scenography, constant sensory emotion and a digital presence that amplifies it all. Visitors do not come simply to buy chocolate, but to enjoy a moment and be surprised.

Cédric Grolet’s chocolaterie is a clear example of what a store can become when it is no longer designed as a simple point of sale, but as an emotional and immersive visitor experience.

Address : 33 avenue de l’Opéra, 75002 Paris

Open Monday to Sunday from 11a.m to 7p.m

Tom Ford Beauty: The First European Boutique Opens in Paris

30 October 2025 by Flora

Tom Ford Beauty has arrived in Europe with the opening of its first beauty boutique, right in the heart of Paris.

From the moment you walk in, the store’s design reflects Tom Ford’s unique style, architectural, minimal, and bold. A marble table stands in the center of the space, a clear nod to the brand’s fashion shows. This strong material highlights the colourful perfume bottles, displayed like pieces of art.

The customer experience is central to the store. The expert team is warm, attentive, guiding visitors through a true fragrance journey. Each scent, each note, each story is shared with care. Guests come not only to try, but also to learn to understand how a fragrance is built and what inspires each collection.

Every product, with its sharp design and refined finish, echoes Tom Ford’s architectural style. It’s a perfect balance between design, product, and experience, expressing the pure essence of Tom Ford’s creative vision.

With this opening, Tom Ford Beauty is not just expanding in Europe, it’s sharing its vision of luxury retail, where style becomes experience, and every detail, from the space to the storytelling, speaks of beauty and desire.

12 rue Cambon, 75001 Paris
11am – 7pm Monday to Sunday

RICOLA, THE SWISS ALPS IN THE HEART OF PARIS

18 June 2025 by Flora

Nestled in the heart of Paris’s Marais district, the Ricola boutique invites visitors on a unique sensory journey into the world of the iconic Swiss herbal candy brand.

As visitors step inside, they’re welcomed by a vibrant wall of herbal sweet boxes — Ricola’s unmistakable visual signature. The boutique blends modern design with a warm, inviting feel, featuring light wooden shelves, suspended greenery, and accents of green and yellow that echo the Swiss mountains where the herbs originate. Every detail contributes to an immersive environment that inspires both escape and relaxation.

The concept of the boutique goes beyond simply selling products. It offers an interactive experience through monthly workshops such as herbarium creation and relaxation sessions. Visitors can also put together their own assortment of sweets at the candy bar, or discover Infuselles, Swiss herbal infusions, available loose or in tins. Exclusive collaborations, such as eco-responsible t-shirts and collector’s boxes, enhance the range of products on offer. The result is a true experience centre, combining culinary pleasure and well-being.

This initiative is part of a storytelling strategy to introduce the brand to younger customers, and to highlight its commitment to nature and sustainability. Ricola is taking a modern approach, appealing to a new generation while highlighting its rich heritage.

In this way, the Ricola boutique in Le Marais stands out for its innovative approach, combining sensory marketing, ethical commitment and a rewarding customer experience.

4 rue Pavée, 75004 Paris
11am – 7pm weekdays
12pm – 8pm weekends

LONGCHAMP OPENS ITS CAFÉ IN THE HEART OF THE MARAIS

12 June 2025 by Flora

At 45 rue Vieille du Temple, in the historic Marais district of Paris, Longchamp has opened a temporary café. Until 2 September 2025, the Café Longchamp invites visitors to discover the French art of living combined with the world of luxury leather goods.

Constantin Riant: transforming everyday life into art.

Behind this project lies an original collaboration with the artist Constantin Riant, known for his handmade ceramics and his illustrations in cobalt blue. His graphic and poetic touch adorns the space, creating a warm and authentic atmosphere.

Constantin Riant is an emerging artist whose work is inspired by everyday Parisian life and traditional crafts. His handmade creations combine aesthetics and functionality, offering a contemporary take on traditional craftsmanship. For this collaboration, he has created illustrations in cobalt blue, an emblematic colour of the Longchamp brand, which adorn ceramics, textiles and café objects.

This alliance between the world of leather goods and ceramic craftsmanship reflects Longchamp’s commitment to celebrating craftsmanship and creativity. It also redefines the customer experience by offering a place where art and commerce meet in harmony.

In addition to its visual appeal, Café Longchamp offers an interactive experience through postcards illustrated by Constantin Riant. These cards, available on site, allow visitors to send a personalised message to their loved ones, combining the tradition of written correspondence with a contemporary artistic touch. This initiative is part of an effort to reinterpret the codes of luxury, making them accessible and engaging for the public.

Café Longchamp embodies a true retail concept where every element, from the furniture to the objects on display, tells a story. The light wood shelves, the blue and white seaside hut-style stripes and the art of lifestyle objects scattered throughout create a warm and welcoming atmosphere.

It’s a place where people can meet and share, where visitors can immerse themselves in the world of the Longchamp brand while enjoying a cup of coffee or tea.