As you step inside the Veja Madrid store, the raw essence of its interiors greets you. Stripped of cladding, the structure unveils its authentic character; thick brick load-bearing walls, firmly grounded by granite on the façade, gradually transitioning to the delicate embrace of pine columns and beams within. At every turn you notice square sections, each measuring four meters in width and height, offering a unique spatial experience. The essence of this retail store lies in the juxtaposition it embodies, a seamless fusion of strength and vulnerability.

The walls themselves serve as silent narrators, bearing the imprints of time and the echoes of past transformations etched into their surface. Madrid-based Plantea Studio, the creative minds behind this retail design, has skilfully woven the threads of history and modern minimalism into the very fabric of the Veja Madrid store. It transcends the definition of a conventional sports shoe store, evolving into an immersive space where aesthetics and sustainability coexist in harmony. STIR delves into the artistry concealed within this space, revealing the studio’s ability to blend traditional elements with an unwavering commitment to a contemporary and sustainable vision.

The journey of this interior project started at the iconic corner of Calle Barquillo and Fernando VI, situated within a classic Madrid building. This retail store design showcases a unique V-shaped layout, encompassing four entrances on Barquillo and eight on Fernando VI. The meticulous removal of cladding layers by the studio unveiled a sturdy framework characterised by load-bearing brick walls supported by granite interiors, signifying a profound transformation that pays homage to Madrid’s classic architectural heritage.

The studio’s inspiration for the store was drawn from the space itself. “Our initial inspiration always comes from various aspects; the space in which we are going to work, the environment in which it is located, the activity it will pick up, the character of the brand or the client and only a small part comes from our tastes or current trends," share the lead architects Luis and Lorenzo Gil with STIR on what guided the design for Veja Madrid.

The design of the retail space harmoniously blends the traditional character of the existing structure with a modern, minimalistic aesthetic. The studio embraced the existing qualities of the space, making it the focal point of the design. The architects say, "We saw no better answer than to emphasise them and put them at their best. Also, keeping the existing as much as possible is in line with the brand’s philosophy of sustainability and resource efficiency." The use of raw finishes such as exposed brick and rough plaster, was a conscious decision. These materials evoke emotions of strength, durability and confidence. The architects aimed to create an ambience that represents both the enduring charm of traditional Spanish architecture and the brand’s commitment to modern sustainability.

Achieving a delicate balance between the raw, traditional elements and modern minimalism was central to the design. "It is a delicate balance," acknowledged the Spanish architects. "The best way to enhance the quality is to put it beside its opposite. Light is lighter next to the shadow and vice versa." The studio intentionally selected elements that represent opposing categories, such as the use of concrete benches, which are heavy and rough, alongside light, folded steel sheet shelves. This juxtaposition creates a striking and harmonious aesthetic.

"The concrete pieces can exemplify this balance. They are artisanal pieces of work, made by hand and intentionally imperfect and rough, like sculptures in a dry garden, and rocks. However, they also serve as benches, display surfaces and even hold the cash equipment. Not the most functional enough. Not the most artistic, but with character and expression,” explain Luis and Lorenzo to STIR.

The philosophy of the Veja brand revolves around sustainability and resource efficiency. This philosophy is embedded not only in the products they create but also in the spaces where these products are showcased. The store embodies this ethos through the complex dialogue that unfolds between the new and the traditional, the functional and the idealistic and the raw, the perfect, the found and the subtly added. 

The design approach to the space focuses on preserving the historical character while adding modern elements that subtly elevate the experience. The brand’s decision to include a shoe repair workshop within the store in the center of the V, speaks to this philosophy. The retail design evokes the feel of a small, vintage workshop nestled between the high brick walls. This project was embraced from the store's inception and the design team diligently worked to ensure it was seamlessly integrated into the store’s overall aesthetic.

The ceiling has been adorned with an acoustic-absorbing material that not only serves a functional purpose but also adds a textured, rough quality. This material cleverly integrates the general lighting. The floor, on the other hand, has been meticulously treated with a premium cement mortar, creating a consistent surface throughout, except for the entrance hall, where elongated straight-cut klinker cobblestones have been used. Inside the space the designers chose to keep the design elements to a minimum. Flanking each side of the V-shape layout are a few key central pieces, complemented by a linear shelf securely affixed to one of the walls.

The interplay of light sources within the store is an intriguing part of the design. The lighting design aimed to create a welcoming atmosphere that highlights the products. "A store like this needs very uniform lighting. It is not a small or a luxury brand that speaks individuality and exclusivity; it has to seem open to everybody and easy going. The general lighting in the store provides uniformity, while individual lighting for the product displays adds an element of brightness. At the end, this is a sports shoe store,” share the architects with STIR on how lighting enhances the ambience of the store.

Throughout the design, the studio masterfully navigated the balance between functionality and idealistic design. The concrete elements, which are both functional and expressive, exemplify this balance. The architects say, "Nothing in this design is only idealistic or strictly functional. The concrete pieces are artisanal and intentionally imperfect, yet they also serve as benches, display surfaces and storage."

The Veja Madrid transcends conventional retail spaces; it transforms into an immersive environment, extending a warm embrace to all who enter. A large ficus tree commanding attention at the entrance sets the stage, while vintage armchairs (designed by Joaquim Belsa in 1960 for Aresta) and thoughtfully restored stools invites you to pause and unwind.

In Veja Madrid, we find a space that defies traditional retail norms. It stands as a testament to the architects' skill in blending the past with the future, rawness with refinement and practicality with aesthetics. This store isn’t just a place to shop; it beckons you to embark on a sensory journey, where very detail tells a story of purpose, dedication and an unwavering commitment to sustainability. This store is proof to the transformative power of design, where you step inside, you become a part of a greater narrative; an immersive experience that redefines what a retail space can be.