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
Ikea campaign puts price tags at the heart of life’s big moments

Daily Signals

Ikea campaign puts price tags at the heart of life’s big moments

Ikea is turning its price tags into narrative cues for its latest campaign, developed by ad agency Åkestam Holst NoA for the brand’s new Wherever L...
Retail : Advertising : Branding
Belvedere Vodka launches hedonistic Hot Child in the City zine

Daily Signals

Belvedere Vodka launches hedonistic Hot Child in the City zine

Belvedere Vodka is stepping into the world of print with Hot Child in the City, a limited-edition zine starring It-girl Devon Lee Carlson.
Marketing : Advertising : Drink
Stat: US shoppers experience discount burnout as value shifts beyond price

Daily Signals

Stat: US shoppers experience discount burnout as value shifts beyond price

A new report from consultancy AlixPartners reveals that US shoppers are increasingly indifferent to heavy discounting ahead of Black Friday and Cyb...
Statistic : Retail : Fashion
Pringles revives ‘Once You Pop’ slogan with new Duck King campaign

Daily Signals

Pringles revives ‘Once You Pop’ slogan with new Duck King campaign

Pringles is re-igniting one of the 1990s’ most recognisable taglines with a bold new twist. FCB New York has revived ‘Once You Pop’ for a new gener...
Marketing : Pringles : Advertising
Eurostar plans double-decker fleet to expand sustainable cross-Channel travel

Daily Signals

Eurostar plans double-decker fleet to expand sustainable cross-Channel travel

Eurostar has announced a major investment in its future fleet with the planned introduction of double-decker trains, named Eurostar Celestia, set t...
Travel : Hospitality : Mobility
Stat: Record hotel development fuels Middle East tourism boom

Daily Signals

Stat: Record hotel development fuels Middle East tourism boom

The Middle East and North Africa’s (MENA) hospitality industry is projected to grow from £233bn ($310bn, €266bn) in 2025 to £366bn ($487bn, €418bn)...
Travel : Hospitality : Statistic
Cardi B joins formula brand Bobbie to fight feeding shame

Daily Signals

Cardi B joins formula brand Bobbie to fight feeding shame

Baby formula brand Bobbie has appointed rapper Cardi B as its new chief confidence officer in a campaign that redefines how parents navigate feedin...
Health & Wellness : Parenting : Marketing
Denmark launches national drive to close the gender health gap

Daily Signals

Denmark launches national drive to close the gender health gap

The Danish government is investing £18.7m (DKr160m, $21.9m, €21.4m) over four years to establish a National Centre for Research in Women’s Health –...
Health & Wellness : Women's Health : Policy
Stat: Gen Z lead surge in sales of hybrid beauty-wellness products

Daily Signals

Stat: Gen Z lead surge in sales of hybrid beauty-wellness products

British consumers are increasingly turning to hybrid beauty-wellness products, combining cosmetic and health benefits, according to new data from C...
Health And Wellness : Beauty : Statistic
Moncler redefines warmth in campaign with Robert De Niro and Al Pacino

Daily Signals

Moncler redefines warmth in campaign with Robert De Niro and Al Pacino

Italian luxury brand Moncler unites cinematic legends Robert De Niro and Al Pacino for Warmer Together, their first such collaboration. The series ...
Luxury : Fashion : Campaign
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