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
Delta Locals reveals the rise of human-centred travel content

Daily Signals

Delta Locals reveals the rise of human-centred travel content

Delta Air Lines is entering the travel-content space with Delta Locals, a new platform that connects users to global destinations through immersive...
Travel : Hospitality : Technology
Foresight Friday: Ella Murray, junior creative visualiser

Daily Signals

Foresight Friday: Ella Murray, junior creative visualiser

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, junior creative visualise...
Foresight Friday : Intelligence : Society
Stat: UK shoppers turn to agentic AI as Black Friday sparks surge in automated commerce

Daily Signals

Stat: UK shoppers turn to agentic AI as Black Friday sparks surge in automated commerce

New research from PSE Consulting, a UK payments and technology consultancy, reveals a sharp rise in AI-enabled shopping tools in the run up to Chri...
Retail : Artifical Intelligance : Agentic AI
South Africa's Pick n Pay banks on humour for its Christmas campaign

Daily Signals

South Africa's Pick n Pay banks on humour for its Christmas campaign

South African grocery retailer Pick n Pay has unveiled its 2025 Christmas campaign, a South African twist on the classic genie tale that taps into ...
Retail : Branding : Advertising
Why Bombardier is tapping luxury designer Elie Saab for its Global 8000 jet

Daily Signals

Why Bombardier is tapping luxury designer Elie Saab for its Global 8000 jet

As further evidence of our New Era of Gilded Luxury Travel trend, luxury brand Elie Saab has partnered with aircraft manufacturer Bombardier to des...
Luxury : Travel : Hospitality
Stat: UK school satisfaction improves yet disparities persist

Daily Signals

Stat: UK school satisfaction improves yet disparities persist

A new consolidated report from the Department for Education (DfE) reveals that British secondary school pupils are becoming more positive abou...
Youth : Education : School
Why Apple is leaning into artisanal charm for 2025 festive push

Daily Signals

Why Apple is leaning into artisanal charm for 2025 festive push

Apple’s 2025 Christmas campaign, A Critter Carol, puts human craftsmanship front and centre.
Technology : Advertising : Design
ISPO 2025: Innovation, inclusion and community drive sport’s next chapter

Daily Signals

ISPO 2025: Innovation, inclusion and community drive sport’s next chapter

At ISPO 2025 in Munich, talks, panels, activations and events spanned the full value chain of sport – from materials and manufacturing to brands an...
Global Events : Sport : Community
Stat: Young Americans drive growth across emerging social media platforms

Daily Signals

Stat: Young Americans drive growth across emerging social media platforms

A new Pew Research Center survey shows that while YouTube and Facebook continue to dominate the US social media landscape, younger u...
YouTube : Social Media : Facebook
Why smartphone-free is becoming a Christmas gift rule for kids

Daily Signals

Why smartphone-free is becoming a Christmas gift rule for kids

UK grassroots organisation Smartphone Free Childhood has launched a nationwide Christmas campaign urging parents to delay giving smartphones to the...
Advertising : Technology : Youth
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN