A Spanish vision

20 : 02 : 2017 Barceló Torre De Madrid Hotel : Hospitality : Marvelology

Madrid – The Barceló Torre de Madrid hotel has a modern new look influenced by the city’s cultural heritage.

  • The Barceló Torre de Madrid Hotel was redesigned by Spanish artist and designer Jaime Hayón
  • Billed as ‘a living canvas’ of Hayón’s art, the space draws on iconic art in the city for inspiration
The Barceló Torre de Madrid hotel by Jaime Hayón, Madrid The Barceló Torre de Madrid hotel by Jaime Hayón, Madrid
The Barceló Torre de Madrid hotel by Jaime Hayón, Madrid The Barceló Torre de Madrid hotel by Jaime Hayón, Madrid
The Barceló Torre de Madrid hotel by Jaime Hayón, Madrid The Barceló Torre de Madrid hotel by Jaime Hayón, Madrid
The Barceló Torre de Madrid hotel by Jaime Hayón, Madrid The Barceló Torre de Madrid hotel by Jaime Hayón, Madrid

On entering the hotel lobby, guests are greeted by an enormous and fantastic black and white striped bear, a reference to the statue of the bear and strawberry tree depicted on Madrid’s coat of arms and included in the football club Atlético Madrid’s team badge.

This modern twist on the city’s heritage is evident around the hotel with architectural details that hint at the Roman archways and Moorish influences found around the city. Hayón also commissioned work by multimedia artists Nienke Klunder and Wiglius de Bie that depict contemporary figures clothed in modern interpretations of traditional Spanish dress.

‘I was fully dedicated to the creation of a very special and unique space that would represent a new vision of Spain, a vision far from the traditional aesthetic,’ Hayón told Yatzer.

The Big Picture

Hayón was highlighted as a key innovator in our Marvelology design direction, which describes how luxury brands are using high-end playful elements in their design rather than focusing solely on tropes of heritage.

Discover More Daily Signals
Boots and Anya Hindmarch bring everyday joy to the bathroom

Daily Signals

Boots and Anya Hindmarch bring everyday joy to the bathroom

Anya Hindmarch has partnered with Boots on a limited-time beauty concept store on Pont Street in London and co-created a whimsical essentials range.
Beauty : Retail : Collaboration
Heinz redesigns packaging for mess-free eating on the move

Daily Signals

Heinz redesigns packaging for mess-free eating on the move

The Heinz Dipper is a carton for fries with a built-in ketchup compartment, designed to reduce spills and make condiments easier to use outside of ...
Food : Design : Packaging
Stat: Gen Z rethink drinking as Dry January gains momentum

Daily Signals

Stat: Gen Z rethink drinking as Dry January gains momentum

Gen Z may not fit the stereotype of a sober generation, but many are re-assessing their relationship with alcohol.
Drink : Gen Z : Statistic
Natuurhuisje frames nature as the protagonist in new brand campaign

Daily Signals

Natuurhuisje frames nature as the protagonist in new brand campaign

Dutch holiday rental platform Natuurhuisje has launched a campaign that positions nature as an active presence, patiently waiting for travellers se...
Nature : Travel : Campaign
Foresight Friday: Rose Coffey, senior foresight analyst

Daily Signals

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, senior foresight analyst ...
Identity : Social Media : The Time Economy
Stat: Visual shopping drives Gen Z decision-making

Daily Signals

Stat: Visual shopping drives Gen Z decision-making

Gen Z is redefining how we discover, curate and shop. According to Pinterest, 69% of Gen Z agree that visual results are more helpful than text or ...
Discovery : Retail : Statistic
Sephora joins forces with Tabasco for heat-infused lip gloss debut

Daily Signals

Sephora joins forces with Tabasco for heat-infused lip gloss debut

Sephora Collection has teamed up with Tabasco to launch a limited-edition lip gloss range that brings the cult hot sauce label’s fiery identity int...
Beauty : Branding : Food
Stat: Textile recycling economy gathers pace

Daily Signals

Stat: Textile recycling economy gathers pace

The global clothing and textile recycling market is being cemented as a core pillar of fashion’s circular economy. Valued at £10.1bn ($13.6bn, ...
Sustainability : Fashion : Statistic
Norwegian Cruise Line revives 1990s tagline to re-energise the category

Daily Signals

Norwegian Cruise Line revives 1990s tagline to re-energise the category

Norwegian Cruise Line (NCL) is reviving its 1990s tagline ‘It’s Different Out Here’ as the centrepiece of a full brand reset.
Marketing : Branding : Travel
Fujifilm turns instant photography into a creative time tool

Daily Signals

Fujifilm turns instant photography into a creative time tool

Fujifilm has unveiled the instax mini Evo Cinema, a new hybrid instant camera set to launch on 30 January 2026.
Technology : Time Economy : Consumer Behaviour
You have 2 free Daily Signals remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN