Spanish studio Lucas y Hernández-Gil has completed the first permanent physical store for the beauty brand Laconicum in Madrid, creating a retail interior that draws explicit references from the architecture of the classical world. Located on Piamonte street, the Laconicum store Madrid is conceived by the architects not simply as a commercial space, but as a “contemporary temple dedicated to body care” that seeks to elevate the sensory experience of purchasing perfumes and cosmetics.
The conceptual framework directly addresses the historical notion of care as a civilising ritual. The space, which covers a small 30 square metres of retail area within an 80-square-metre unit, features a dense, atmospheric quality intended to evoke an ancient Roman thermal space—specifically the laconicum or dry sweating room that gives the brand its name.The design employs a striking combination of vertical light and deep tones to achieve this meditative, almost liturgical atmosphere, reinterpreting the solemnity of classical architecture for the modern retail environment.
Inside, the material palette is deliberately tactile and restricted, focusing on natural and handcrafted finishes. Walls are coated in a deep laurel-green limewash paint, contrasting with the smooth surface of the microcement flooring. This textured background frames the bespoke display furniture, which combines warm wood, cold metal, and a dash of vibrant colour. The environment encourages customers to pause and experience the products, transforming the mundane act of shopping into a sensory ritual.
The products themselves—a constellation of cosmetics and perfumes—are displayed within a rhythmic system of metal and wooden wall niches. This highly structured arrangement intentionally channels the geometric rigour and minimalism of artist Donald Judd, where repetition creates order and a “serene tension” in the small space. This precise, almost minimalist display system elevates each item to an object of ritualistic value, reinforcing the architects’ goal of connecting beauty with culture.
All of the fittings in the store are custom-designed by the studio’s sister brand, Kresta Design, and crafted by local artisans in Madrid and Seville. A central feature is the Río table, which introduces a contrasting organic curve and material opulence with its top made from striking pink Estremoz marble supported by a metal frame. Other elements include the metal grid furniture and the custom ‘Judd’ niches, showcasing high-level handcrafted furniture that avoids mass-produced uniformity.
By integrating clear art historical references—from classical Roman bathhouses to the post-war minimalism of Judd—Lucas y Hernández-Gil has created an innovative store design that far transcends its modest scale. The 30-square-metre sales floor, though small, succeeds in offering a distinctive retail interior that feels both ancient and utterly contemporary, providing a unique architectural anchor for the Laconic store Madrid brand in the city.