Europe’s largest Herno boutique in Madrid

Raising its stakes in the European market with the opening of its new flagship store in the heart of Serrano Street.

3 photos

The space, which occupies 220 square metres in an emblematic building dating from 1924, is a tribute to the perfect fusion of tradition and modernity. Despite its spaciousness, the interior design creates an intimate and enveloping atmosphere, replicating the essence of Madrid boutiques with a layout that invites a fluid and almost secret tour. As visitors enter the shop, they discover a series of interconnected rooms that surprise at every turn, offering a continuous visual and sensory experience.

The discreet and elegant entrance leads to a Herno universe through a recessed doorway, as if it were a private immersion in a sophisticated flat. The shop concept evokes a luxury loft, where micro-rooms with a retro-vintage feel coexist with a striking Brutalist-inspired central block, symbolising the bridge between the brand’s artisanal past and technological present. This architectural nod is reminiscent of Lesa‘s headquarters, where the historic factory connects with the most advanced production areas, underlining the duality of tradition and innovation, a fundamental pillar of the brand.

The design of the space, in constant metamorphosis, is its main hallmark: the parquet floor dialogues with steel structures, where iconic pieces from the collection hang on wooden and leather hangers, in a display of understated elegance. The display tables, inspired by Herno‘s antique boots, combine wood and mirrored metal, adding a flash of modernity to the environment. For Madrid, the brand has incorporated unique details such as suspended glass spheres that house the season’s accessories, elevating the sense of luxury to a new dimension.

This new space is not just a shop, but a statement of intent: to offer an exclusive, personalised and immersive shopping experience, redefining modern luxury in the heart of the Spanish capital.

With this opening, Herno reaffirms its commitment to international expansion, bringing to the Spanish capital a new benchmark of contemporary elegance, without losing sight of the authenticity and savoir-faire that have consolidated its global prestige.

And speaking of new openings… This is the first Fendi boutique in Madrid.