Sneaker fashion brand Hoff recently unveiled his new retail design concept at the flagship store on Calle Velazquez in Madrid.

Ciszak Dalmas Ferrari studio was tasked with designing the interior architecture to conceptualize a space beyond a traditional sneakers retail environment, and to highlight Hoff’s commitment to purity, clean lines, and simple geometries in their products.

Hoff sneakers are colorful and unisex, and the interior design purposely uses more muted colours like pinks, greys, and pale greens to give the products center stage in the shop.

The materials, such as marble, stone, and lacquered metal are the hard solutions for a soft balance between architecture and the products on display. All this, combined with a hand-made resin floor application, conveys a zen-like sense of spatial harmony.

On the main wall, the display solutions elevate the sneakers to a higher formal status, presenting the products as unique pieces, placing them on special platforms that change in color and materiality. The perception is very intimate and relaxed, in contrast with the urban and colorful image of the products. On the secondary wall, new collections are presented on a simple and flexible add-on metal system in Klein Blue colors, customizable with different messages, signage, and graphics.

A pop of blue on the display wall highlights the design of the moment, whereas curved displays on the center display table made of Sepulveda Stone, a traditional material from Madrid, gently draw the eyes toward the colorful shoes.

The store is entirely furnished with bespoke pieces, such as the sofa, tables, props, and visual accessories. The sofa is finished with tweed Bouclé textile, similar to a woven pattern. Contrasted against the cool tones and materials such as marble used in the design, the tweed Bouclé looks inviting for guests to sit down and relax, as they try on equally comfortable Hoff sneakers.

The curved walls are treated with a layer of pink-mauve pigmented cement called “Mountbatten Pink” (known to be the color used for the naval camouflage by the British Royal Navy during World War II). Large mirrors in the corners widen the space and allow customers to reflect on their prospective purchases.

The store is then completed by a green Brazilian Pinta Verde Onix stone used in details such as the display platforms and the logo application in the façade, together with a very recognizable neon sign, visible from any angle in Calle Velázquez.

The new Hoff Flagship Store in Madrid depicts an inviting and comfortable shopping experience that at once puts the customer at ease, and also provides a pure, blank slate for Hoff shoes to stand out.

PROJECT DETAILS

Project Name: HOFF FLAGSHIP STORE

Project Size: 45 m2

Architects: Ciszak Dalmas / Matteo Ferrari

Photography Credit: Asier Rua

Location: Calle Velázquez 39, 28001 Madrid, Spain

Floor Area: 45 m2

Completion: 10/2020