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Architect：Studio Banana

Location：Gran Vía, 28, Madrid, Spain; | ;View Map

Project Year：2024

Category：Shops;Cinemas;Exhibitions

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.

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.

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.

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.

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.

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. 

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.

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.

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