El Departamento’s design for HOFF’s new Velázquez flagship distills the 19th-century vision of Madrid’s “lost Champs-Élysées” into a contemporary, modular retail architecture. The 600 m² space is structured as a sequence of programmatic zones, from the reconfigurable SNEAKS café to The Stage, where custom travertine shelving, bespoke terrazzo flooring and adaptive lighting define the brand’s new material identity.

Key environments such as The Sneaker Lab, The Gallery and The Work–Shop integrate craft, cultural programming and product care into the visitor journey, culminating in The Attic, a private, apartment-like suite for high-touch interactions. A precise palette of lime mortar, local stone, solid wood and stainless steel ensures spatial coherence and technical durability.

Velázquez 37 positions HOFF at the intersection of retail, culture and hospitality, while advancing El Departamento’s research into experience-led urban architecture.