Sneaker brand HOFF has opened a flagship store, designed by El Departamento, on Calle Velázquez in Madrid.
The 6,458-square-foot space draws its conceptual framework from the history of the street as part of the city’s Ensanche expansion, originally conceived as Madrid’s answer to the Champs-Élysées, complete with tree-lined promenades, cafés, kiosks, and gardens.
El Departamento translated that civic elegance into an architectural language, organizing the interior as a sequence of distinct zones that shift in mood and function.
Throughout, natural lime mortar, local stone, and solid wood establish continuity with craft traditions, while stainless steel details and technical lighting provide a modern counterpoint.
A stroll through HOFF’s spatial journey
Upon entry, visitors encounter SNEAKS café, a space wrapped in pink olivillo marble and handcrafted clay tiles. This area is designed for flexibility, and can be easily reconfigured to accommodate events or music sessions.
At the core of the store, the Stage presents HOFF’s collections on three elongated travertine shelves. A bespoke terrazzo flooring—developed exclusively for the brand—unifies the space and establishes HOFF’s chromatic identity. Custom lighting responds to natural light and programmatic shifts throughout the day, while sculptural pieces by Sara Regal, Casa Antillón, and Elisabeth Blumen punctuate the area.
The spatial sequence continues with the Sneaker Lab, a workshop dedicated to restoration and customization. Adjacent is the Gallery, a contemporary amphitheater anchored by a wicker and metal palm tree-like piece that was handcrafted by artisans from Alicante.
On the upper floor, the Work—Shop functions as a multipurpose room for cultural programming, while a mirrored wall leads to the Attic, a private apartment-like space reserved for intimate meetings.
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