WOW Concept, a concept store in the middle of Madrid’s WOW Market, is the first phygital store in the Spanish capital. Designed by External Reference, an architecture studio founded and directed by Carmelo Zappulla, WOW is an innovative place where reality and fantasy overlap, the physical becomes digital, and shopping is an immersive experience.
WOW has 59,200 sq.ft. (5500 m2) of floorspace on eight floors, two of which are below street level. Located on the fifth and sixth floors, The Penthouse by WOW is an eclectic restaurant distinguished by its approach of bringing in different starred chefs to prepare a range of delicious culinary offerings.
The experimentation and creativity typical of the 1970s inspired Carmelo Zappulla and his team in this project. And they’ve given life to an innovative restaurant that recreates the imaginary residence of the former owner of Hotel Roma, the historic 1915 building today occupied by WOW.
Every detail works to create the surprising experience of not knowing for sure if you’re dining in an apartment that’s been transformed into a restaurant or vice versa. Elements typical of both are elegantly combined in this design, with furniture, custom-made lamps, shelves, curtains, wallpaper, and carpeted floors adding a touch of both futuristic and retro charm. Every detail contributes to an aesthetic that turns the hands of time back half a century.
Access to the fifth floor – that is, the first floor of The Penthouse by WOW – appears to be a living space, but divided into three dining rooms: a restored library welcomes diners with a warm atmosphere. An old recording studio, complete with the original equipment, is the ideal space to have lunch in an eclectic setting. A modular bar counter, created using digital printing to achieve repeated geometric shapes that produce a psychedelic and hypnotic effect, is the perfect setting for an apéritif prepared by expert bartenders. On the sixth floor, the “sleeping quarters,” there are two large terraces with a breathtaking view of Madrid’s Gran Vía and Calle Clavel, making it the perfect setting for live music and drinks.
Inside, a large room reproduces the main bedroom and its ensuite bathroom. The floor is covered with a soft gray carpet, while stainless steel details create strong but elegant contrasts. This space, where circular curtains make it possible to create a sort of private room, also includes the bathrooms, which are finished in aquamarine Pirelli vinyl in typical 1970s style.
The design of The Penthouse by WOW involved an exacting choice of wood, steel, ceramic, carpets, and vinyl finishes. Wood adds warmth and comfort, while steel adds a touch of industrial elegance. Ceramics and carpeting used in particular areas help highlight the private, relaxed, and intimate feeling of the experience. The lighting design, also the work of External Reference, achieves a perfect balance between functionality and mood.
Chef Javier Goya, who heads the restaurant, is joined every month by a different starred chef as well as different digital cuisine creators, such as Rafa Soler of Audrey’s, Gemma García of Mannix, and Jordi Vilá of Alkimia.
Location: Madrid, Spain
Architects: External Reference
Project manager: Francesco Sacconi
Area: 982 m2
Photography by Germán Saiz, courtesy of External Reference