Siroko Flagship Store

Located at 2 Fuencarral Street in central Madrid, the new Siroko store embodies El Departamento's profound exploration of translating the brand's dual essence into a 110-square-meter space. Drawing inspiration from adventure and the balance between logic and intuition, the project divides the area into two distinct environments, representing the brain's hemispheres through careful color selection. This layout leads to a transitional corridor housing the fitting rooms, designed as a connecting space that reflects the integration of both hemispheres during REM sleep.

Under the creative direction of Alberto Eltini and Marina Martín, the El Departamento team has brought Siroko's duality to life through two contrasting zones in both tone and concept. This structure stems from El Departamento's comprehensive research into the brand's core values, addressing both commercial requirements and Siroko's fundamental essence: the balance between rational and emotional, mountain and urban landscapes. Each space offers visitors an immersive journey into the brand's identity.

The left hemisphere zone, embodying logic, analysis, and sequential thinking, features a black color scheme that conveys precision and linearity. Dark tones and black metal create a technical atmosphere, highlighting the durability and specialized nature of Siroko products. In contrast, the opposite area, inspired by the right hemisphere's association with intuition, creativity, and freedom, showcases vibrant red tones. This dynamic environment encourages exploration and adventure, aligning with the brand's innovative spirit.

An striking bicolor exposed metal structure serves as the centerpiece, connecting both zones. This versatile system not only meets display and storage requirements but also unifies the contrasting atmospheres. The structure extends upward to the ceiling, where a metal grid reveals industrial elements, reinforcing the brand's identity. The chromatic interplay, combined with consistent metalwork throughout, emphasizes the conceptual contrast while ensuring a fluid, continuous spatial experience.

The journey concludes in a corridor featuring neutral, soft tones – a peaceful transition between the two hemispheres that houses the fitting rooms.