“El Apartamento”
Madrid, Spain.
Projects / Retail projects / El Apartamento
An experiential
concept on Madrid's Golden Mile
Located on the fourth floor of Zara’s flagship store on Calle Serrano, “El Apartamento” is an innovative experiential retail concept that brings together fashion, design, and interior design in a single space.
Covering approximately 400 m², the project recreates a real home—complete with a living room, bedroom, kitchen, and various other rooms—where Zara and Zara Home collections are presented in a unique way, including limited editions, exclusive pieces, and special launches.
The space also features a café in collaboration with local partner Balbisiana, enhancing the experience and immersive nature of the project.
Project
Location: C. de Serrano 23, 28001, Madrid
Year: 2025
Project: “El Apartamento”
Space: 400m2
Design: Elsa Urquijo Arquitectos
Scope of work: Custom made furniture fabrication and unique elements
Project status: Completed
Technology and materials used: Reclaimed oak, textured paint, blued metal, and antique furniture
At Grupo Malasa, we have been involved in the production of custom-made furniture, stained-glass windows, flooring, and various architectural elements that define the different spaces.
Each piece has been custom-designed, combining technical precision, advanced construction solutions, and meticulous attention to detail. Our work has ensured a cohesive, elegant result that is fully aligned with the architectural concept designed by Elsa Urquijo Arquitectos.
The result is an environment that conveys identity, warmth, and sophistication, where materials, textures, and finishes interact to create a unique experience. A space that not only stands out for its design but is poised to become a true benchmark in the industry, reflecting the ability to turn ideas into reality through excellence in construction.
El espacio es una interpretación contemporánea del habitar, en la que la arquitectura interior no se limita a resolver una función, sino que busca generar una atmósfera. La The user’s perception becomes the central focus of the design: the flow of movement, changes in scale, transitions between rooms, and the interplay between open and intimate spaces are all designed to encourage a slow, emotional, and gradual experience of the environment.
It is not merely about observing the space, but about experiencing it—allowing each environment to convey distinct sensations through materials, color, and light.
El apartamento
Do you have a project
in the works?
Leave us your details and we will contact you as soon as possible.