Boutique Design - May 2017 - 51
2 The entrance is no
place for "bearly" there
design. An outsize
sculpture gets grounded
by a low-slung seat.
Jaime Hayon rips off the lace veil to make
Hotel Barceló Torre de Madrid local, not faux-cal.
COURTESY OF HAYON STUDIO (HAYON); KLUNDERBIE (BARCELO)
By oRiAnA LeRneR
Ask JAime HAyon (founder of his eponymous studio) what he thinks of
design in the Spanish capital (his hometown), and it's clear he's not a fan.
"Spanish culture gets used in such cheesy ways. You go into a bar in
Madrid, and there are bull heads and flamenco references everywhere you
turn, not like London or Paris, where they can riff on their own stereotypes
in a way that's sometimes humorous and less literal."
Being disruptive in Madrid is a totally different game. Beautifully
designed, lifestyle-sector boutiques are the standard, Hayon contends. So,
he's using the broader canvas of the 258-key Hotel Barceló Torre de Madrid
(a former office building and, dating to 1957, a mod-con in an ancient city)
to paint his visual protest against that stereotype.
And he's not complaining about just how huge that backdrop is. Big box?
No, says Hayon-it's a jewel in the crown for a city where space itself is a
luxury. Human scale doesn't have to mean shrinking or subdividing. It means
utilizing the impact those huge volumes offer-both in raw square footage
and the possibilities they offer to make "wow" moments out of functional
transition spaces. Knocking out a floor to create a double-height lobby takes
that to its logical conclusion. Wide corridors act as an indoor promenade.
So much for turning the shell into a see-and-be-seen backdrop for
guests to act out their experience of the new Madrid. Dressing that set
may 2017 boutiquedesign.com