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Siroko Flagship Store

El Departamento

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Miguel Fernández-Galiano
Miguel Fernández-Galiano
Miguel Fernández-Galiano
Miguel Fernández-Galiano

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Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Single-Brand Store
7.15
6.75
7.10
6.35
6.84
Stefan Weil
Stefan Weil CCO at Atelier Markgraph
A consequence and cleverness. The r...
6
6
6
6
6
Tina Norden
Tina Norden Partner at Conran and Partners
A fun and colourful space with a ve...
6
7
6
6
6.25
Justine Fox
Justine Fox Cofounder | Colour Specialist at Calzada Fox
6
7
5
5
5.75
Veronica Givone
Veronica Givone Managing Director Hospitality at IA Interior Architects
I can imagine a real buzz in here....
7
8
7
6
7
Anne-Rachel Schiffmann
Anne-Rachel Schiffmann Director of Interior Architecture at Snøhetta
6
7
7
5
6.25
Christiaan Fokkema
Christiaan Fokkema Partner at Hollandse Nieuwe
The projects looks like it might ha...
5
7
6
5
5.75
Omar Abdelghafour
Omar Abdelghafour Founder Principal at Light Space Design
5
5
5
6
5.25
Ruud Belmans
Ruud Belmans Creative Director at WeWantMore
While the starting point is definit...
4
6
5
5
5
Leni Popovici
Leni Popovici Founding Director and Partner at KAP Studios
Resourceful and creative design tha...
6
9
8
7
7.5
Gudy Herder
Gudy Herder Trend Consultant at Eclectic Trends
Cleverly integrated street style, i...
6
7
6
5
6
Yifan Wu
Yifan Wu Cofounder at Sò Studio
6
7
6
6
6.25
Mengjie Liu
Mengjie Liu Cofounder at Sò Studio
6
6
5
6
5.75
Sonia Tomic
Sonia Tomic Senior Associate, Head of Furniture & Materials at Universal Design Studio
6
6
6
5
5.75
Liam Doyle
Liam Doyle Principal at Jump Studios
6
6
7
5
6
Client
Siroko
Floor area
110 ㎡
Completion
2024
Social Media
Instagram Linkedin
Lighting
Textiles

Located at 2 Fuencarral Street in central Madrid, the new Siroko store embodies El Departamento's profound exploration of translating the brand's dual essence into a 110-square-meter space. Drawing inspiration from adventure and the balance between logic and intuition, the project divides the area into two distinct environments, representing the brain's hemispheres through careful color selection. This layout leads to a transitional corridor housing the fitting rooms, designed as a connecting space that reflects the integration of both hemispheres during REM sleep.

Under the creative direction of Alberto Eltini and Marina Martín, the El Departamento team has brought Siroko's duality to life through two contrasting zones in both tone and concept. This structure stems from El Departamento's comprehensive research into the brand's core values, addressing both commercial requirements and Siroko's fundamental essence: the balance between rational and emotional, mountain and urban landscapes. Each space offers visitors an immersive journey into the brand's identity.

The left hemisphere zone, embodying logic, analysis, and sequential thinking, features a black color scheme that conveys precision and linearity. Dark tones and black metal create a technical atmosphere, highlighting the durability and specialized nature of Siroko products. In contrast, the opposite area, inspired by the right hemisphere's association with intuition, creativity, and freedom, showcases vibrant red tones. This dynamic environment encourages exploration and adventure, aligning with the brand's innovative spirit.

An striking bicolor exposed metal structure serves as the centerpiece, connecting both zones. This versatile system not only meets display and storage requirements but also unifies the contrasting atmospheres. The structure extends upward to the ceiling, where a metal grid reveals industrial elements, reinforcing the brand's identity. The chromatic interplay, combined with consistent metalwork throughout, emphasizes the conceptual contrast while ensuring a fluid, continuous spatial experience.

The journey concludes in a corridor featuring neutral, soft tones – a peaceful transition between the two hemispheres that houses the fitting rooms. Conceived to represent the REM phase, this space bridges the brain's opposite sides, achieving conceptual harmony through bright, welcoming design. Warm stuccoed walls and carefully controlled lighting create an intimate atmosphere, offering privacy and comfort for an enhanced shopping experience.

Through this innovative design, El Departamento has elevated the traditional retail space concept. The Siroko store transforms technical elements and materiality into a visual and spatial language, allowing customers to experience the brand's duality and the seamless connection between product and design.