JOTAJOTA+ reimagines a Madrid mattress store as a sequence of domestic interiors, using spatial choreography, material contrast and layered thresholds to reinvent the retail experience.
JOTAJOTA+, led by Javier Onrubia and Jorge Gabaldón, has completed Curtidores 32 in Madrid, a retail interior for Colchón Exprés that reframes the act of shopping as a domestic experience. Located on Calle Ribera de Curtidores, the project departs from conventional showroom typologies, instead organising the store as a continuous, free-flowing route through a series of spatially distinct yet interconnected environments.
The design is structured around a defined perimeter in timber, which integrates headboards, display systems and commercial information into a continuous architectural element. This framework establishes order within the plan while allowing the central space to remain open and adaptable. Within this field, privacy and differentiation are achieved through changes in floor treatment and the introduction of suspended elements.
Three key architectural moves underpin the project: the entrance sequence, the floor, and a system of overhead tracks and curtains. The façade presents a bold urban gesture, defined by a large yellow moulding and a metal stair that cuts diagonally into the plan. This angled access draws visitors in from the street, establishing an immediate visual and spatial connection between exterior and interior.
Inside, a neutral tiled floor forms a continuous base layer, over which a series of yellow carpeted zones define individual ‘rooms’. These softer areas correspond to different product displays, evoking the familiarity of domestic settings while subtly guiding movement through the space.
Above, suspended tracks support curtains that can be drawn to create moments of enclosure. These lightweight partitions filter views, introduce a sense of intimacy, and allow visitors to engage with the products in a more private and controlled setting. The interplay between open and enclosed areas produces a sequence of shifting spatial conditions, encouraging exploration without prescribing a fixed route.
Rather than directing movement through a linear arrangement, the layout allows visitors to navigate freely, discovering spaces at their own pace. This approach is intended to transform the showroom into a more personal and immersive environment, where the act of testing mattresses is integrated into a broader spatial narrative.
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