Brach Madrid, tucked away on Gran Vía behind its understated façade, blends history, art, and romance into a striking hotel experience. Designed by Philippe Starck, its interiors tell the imagined story of an unattainable love, with black-and-white photographs, vintage décor, and the lingering scents of vanilla and orange blossom. The hotel, which opened in January, marks Evok Collection’s first Spanish property, following its renowned Paris and Venice locations. Housed in the former Palacio de Masserano, once home to a young Victor Hugo, the space pays homage to cultural icons like Salvador Dalí, Pablo Picasso, and Federico García Lorca, seamlessly weaving literary and artistic influences into its design.

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Its 53 rooms and four suites extend this narrative, filling each space with eclectic mementos—signed photographs, antique boxing gloves, and Spanish instruments—while large photographs depict a man with a fading woman in the background, a symbolic nod to lost love. The hotel’s main restaurant, a warm mahogany and terracotta space, serves a Spanish-inspired breakfast featuring omelets, pastries, and churros, and offers Mediterranean and Middle Eastern fare by chef Adam Bentalha throughout the day. Afternoon tea is a highlight, with Fabien Emery’s pastries drawing in guests and locals alike.

The bar, helmed by mixologist Alex López Arriaza, reinvents classic cocktails with unexpected ingredients, while live DJs set the tone on weekends. A rooftop space is set to open in spring, but for now, the basement spa, La Capsule, offers a retreat with a 20-meter pool, infrared sauna, steam room, and Madrid’s only hotel-based hyperbaric oxygen chamber. Brach Madrid also emphasizes sustainability, earning the Green Globe label for its commitment to waste reduction and long-lasting design.

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A destination for romantics and creatives alike, the hotel’s location places guests within walking distance of El Museo Nacional del Prado and Madrid’s vibrant shopping streets. Whether visiting in peak summer heat or during the milder off-season, Brach Madrid provides a cultural escape infused with art, history, and timeless elegance.