Studio Banana reimagines the Telefónica flagship store in a historic building in Madrid with a blend of classic and modern elements.

Celebrating a century in business, telecommunications company Telefónica has reopened a flagship in Madrid, Spain. Espacio Movistar is housed in a skyscraper completed in 1929 ? the city?s first. The retail store not only showcases the brand?s products, it also offers an interactive experience to customers.
Studio Banana reimagined the outlet in collaboration with Design Bridge and Partners. The architects followed a strict renovation process to highlight the heritage building while creating a modern setting which reflects Telefónica?s evolution. ?We wanted to recapture the essence of the original space, but also bring in the future,? says Matías Rodríguez, managing director at Studio Banana.
Located on the Gran Vía, a major commercial street, this venue fosters connectivity between Madrid itself and the community, beginning at the ground level with the restoration of the facade. A stainless steel cube sits near the entrance for visitors to enter and view futuristic projections on a high-resolution LED screen.

The double-height atrium serves as the heart of this level, used for events and live broadcasts. Visible from the exterior, this vast area invites visitors to explore an array of digital content curated specifically for Espacio Movistar. In the retail zone here, shoppers can compare and purchase the latest devices, f...