Header: Courtesy of HOFF
The bustling streets of London’s Covent Garden have a new resident that refuses to fade into the background. HOFF, the Spanish sneaker brand known for its rapid rise and bold aesthetics, has opened its second London location. This flagship arrives as a major part of the brand’s global push, landing just as they prepare to move into Mexico and Amsterdam. After the success of their Regent Street spot, this new space takes things a step further, using the brand’s latest design language first seen at their Madrid home concept late last year.
A gallery for shoes
Rather than a typical shoe shop, the creative minds at Spanish architecture studio El Departamento, led byAlberto Eltini and Marina Martín, treated the space like a gallery. The interior is built as a “box” that shifts away from the standard retail layout. The goal was to create a neutral yet textured backdrop that lets the trainers do the talking. Instead of a carbon copy of their other stores, thislocation is a specific response to London’s fast-paced, urban energy, offering a calm environment for shoppers to slow down and look.
Raw metal and clay
The look of the store is defined by a sharp contrast in materials. On one hand, there is a clear nod to Mediterranean roots through the use of Zellige ceramics. These handcrafted tiles provide a rough, organic texture and a sense of warmth that feels human and tactile. On the other hand, the architects have leaned into a colder, modern vibe by using plenty of stainless steel and reflective surfaces. These shiny, industrial elements catch the light and make the store feel larger and more open, creating a polished look that fits perfectly in the heart of the capital.
Gallery-like experience
Every part of the shop is designed to be felt as much as seen. By mixing the earthy feel of the clay tiles with the sleekness of the metal, the brand offers a space that feels high-end but reachable. It acts as a physical hub for HOFF’s expanding universe, housing everything from their ballet-style Bridge silhouettes in velvet and metallic finishes to the retro, skate-inspired Park range. The layout encourages people to move through the store as if they are exploring an art exhibit, focusing on the colours and shapes of the footwear.
HOFF’s arrival in Covent Garden is an example of how a brand can stay true to its origins while adapting to a new city. El Departamento architects have built a space that plays with the tension between soft, handmade ceramics and hard, industrial steel. They have created a shop that feels fresh and relevant, which provides a specific atmosphere that reflects the brand’s creative spirit. As they look toward further openings in Italy and Latin America, this London flagship sets a confident tone for what HOFF intends to become on the global stage.
