Case Study: Telefónica transforms its flagship store into an immersive hybrid retail experience with Studio Banana

Telefonica transforms 2,500m² flagship store with Studio Banana

Studio Banana was engaged by Telefonica to reinvent its historic flagship store on Madrid's Gran Vía for the company's centenary. The challenge was to transform this 1930s architectural landmark into a cutting-edge, multipurpose space while carefully preserving its cultural heritage. The goal was to create a future-proof retail environment that would materialize Telefónica's new commercial relationship model.

The solution, named Espacio Movistar, was a user-centered design that created a hybrid retail experience. Studio Banana led the strategic concept and architectural design, merging restored historical elements with immersive technology, including an iconic immersive cube on the façade. The result is a community-focused space that blends retail with content creation, gaming, and events, redefining customer engagement and reinforcing Telefónica's innovative brand. The project successfully balanced legacy preservation with sustainable, adaptive solutions, establishing a new flagship icon.

Telefonica