The challenge
To commemorate a century of leadership in Spanish communications, Telefonica decided to reinvent its flagship store at Gran Vía 28—a legendary space on one of Europe’s busiest shopping thoroughfares.
The challenge consisted of restoring the original architecture of this headquarter and enhancing 2,500m2 of this historic skyscraper designed in 1930 by Ignacio de Cárdenas and considered one of the architectural gems of the early 20th century. This ambitious project had to balance the careful preservation of its cultural heritage while creating a cutting-edge, multipurpose, future-proof space where both contrasting natures could harmonize and thrive.
Through the development of an immersive, experiential environment rich in technological features, the design had to materialize the brand’s commercial relationship model envisioned for the future.
In collaboration with Design Bridge and Partners, Studio Banana led the strategic concept, architectural technological design, and restoration process to create Espacio Movistar—a new icon for the centenary and a reference in digital transformation revolutionizing both the retail and content experience.
The outcome
Through an innovative, user-centered approach and a careful retail interior design the new flagship store humanizes technology and enhances Telefonica’s strategy and pioneering spirit.
This versatile space promotes openness and connectivity with the city, redefining the ‘kilometer zero’ of communications. Thanks to a unique offering of experiential and immersive retail environments promoting content, services, and products, Espacio Movistar surprises and builds community, fostering more dynamic relationships with visitors and memorable brand activations.
Beyond preservation, the project introduces sustainable and adaptive solutions that merge past and future. A grand atrium hosting events and broadcasting television programs harmoniously coexists with retail spaces reinventing the way users interact with the products. Capsules for content creation, gaming zones, cinema, and dining areas prepare visitors for a seamless connection with the historic Telefónica Foundation museum. A visually striking immersive cube lands on the historical façade, offering a dynamic and fluid dialogue with the exterior and a portal to the future of technology and communications.
Discovery, ideation and design
Rethinking customer engagement
How to support the cultural shift and unique offerings of this global company pioneering telecommunications?
Through a value proposition reflecting its vision and business model, Telefónica aimed to make tangible a different and personalized commercial relationship with each of its users, building community, fostering loyalty, and enhancing the quality of its point of sales under these key drivers:
- Empowering customers and giving them the autonomy to decide how they engage with the brand.
- Promoting accessibility and simplicity by making cutting-edge technology available to everyone, everywhere.
Look & Feel
Reinventing the ‘kilometre zero’ of communications
Spatially, the project promotes openness and connectivity with the city, redefining Telefónica’s origins as a telephone company and presence on Spain’s most important street.
The agora—a large, adaptable central atrium designed to host diverse events and live television broadcasts—serves as the heart of the experience. This vast space, visible from the exterior, invites visitors to explore a wide array of content offerings and discover a retail area featuring interactive technological solutions.
When legacy meets innovation
Past, present, and future blend seamlessly in every aspect of the space. Through a second-cycle approach, the project uncovered hidden heritage and cultural preservation for the future. This meticulous process involved not only restoring original architectural elements but reinterpreting them with new meaning. Prefabrication, parametric design, and sustainable materials frame a spatial narrative that blends original coffered ceilings and structural elements with interactive environments.
At street level, an immersive cube contrasts deliberately with the historic façade.
Inside, a succession of spaces and capsules alternate with carefully restored original wrought ironwork and coffered ceilings, culminating at the historic entrance of Fundación Telefónica to bring together both worlds.
Content as the protagonist
From actor to author, the space democratizes communication by making technology accessible to any visitor who wants to engage with the community, offering various leisure options and ways to consume or create what takes place within.
In Espacio Movistar, content has been designed as an experience in itself: while an eye-catching cube displaying high impact visuals serves as the gateway to immerse into parallel spaces, gaming areas and a cinema on the first floor, alternate with pods for video creation and streaming. In this vast, interactive setting, the fourth wall emerges as yet another scene—a large backdrop visible from the street.
A hybrid retail experience
The space introduces a new way to engage and showcase Telefónica’s product and service offerings. Every element is thoughtfully crafted to welcome users and facilitate seamless interaction. Digital totems, custom product displays, and detailed signage also designed by Studio Banana promote usability and enhance the shopping experience, allowing visitors to navigate autonomously or receive personalized assistance.
The consumer journey culminates in a multi-purpose area: a café that doubles as a coworking area, waiting lounge, or relaxation spot before heading to the Telefónica Foundation Museum. Art, retail, gastronomy, and leisure converge to create a fresh consumption approach reimagining hybrid experiences.
Conclusion
More than a leading technology company, Telefónica is a pioneering organization that has significantly contributed to transformation and progress over the past 100 years. Renewing its commitment to the public by turning visitors into the true protagonists at Espacio Movistar in Madrid has been a challenge that Studio Banana has successfully materialized, thanks to their deep understanding of the client’s needs.
Explore, connect, and enjoy a physical and digital experience that blurs the lines between retail, leisure, and culture through various proposals and content has been the key design premise to continuing the story of this landmark space on Madrid’s most important street.
By integrating cutting-edge technology, circular design and sustainable strategies, the transformation resulted in an immersive, highly technological, and experiential environment—reinforcing Telefónica’s commitment to innovation while preserving its legacy.
