New Madrid Showroom: An Immersive Exploration of Materiality

Our latest project, the Madrid showroom, is an immersive journey into the world of materials. It is designed by Swedish designer Mattias Stenberg whose collaboration with Elmo dates back some time. Over the past year, he has poured his creativity into shaping our very first showroom.

 

“We refer to this as our first showroom, even though we have similar spaces to showcase our collections. This is something entirely different, which is why we chose to work with Mattias Stenberg,” explains Jimmy Ahlgren, Marketing Manager.

The aspiration was to stimulate emotions that extend beyond the tactile, to place our organic hides in a setting that emphasizes their potential to evoke mood, drama, elegance, and more. We aim to offer visitors experiences that are closer to our own, where Elmo’s collective expertise, craftsmanship, and knowledge merge to create a symphony of sensory impressions. This entails showcasing attributes like gloss, grain, non-grain, suede, nubuck, color, scent, and numerous other elements that serve as tools for interior architects and furniture designers.

 

The showroom indeed unfolds as an immersive experience, where leather graciously shares the stage with other materials. With wall panels in Cembrit, marble flooring, and aluminum fixtures, complemented by a color palette reminiscent of Spanish warmth, we juxtapose our leather against a backdrop of Nordic coolness.

Mattias Stenberg photographed by Mikael Lundblad.


“We refer to this as our first showroom, even though we have similar spaces to showcase our collections. This is something entirely different, which is why we chose to work with Mattias Stenberg”


To provide a true-to-life setting, leather is used generously throughout the interior of the space. The venue also boasts a dedicated exhibition area, debuting with a curated selection of furniture from Arper, upholstered in Elmotique. This gallery section promises to be a dynamic space, hosting a rotating series of exhibitions designed to inspire and provoke thought.

 

Visitors will find the experience reminiscent of a retail journey into the world of Elmo. Street-level display windows draw attention to the showroom, where a generously sized 3.5-meter-long equipment table showcases neatly arranged leather swatches in wooden boxes.

Customers, sales representatives, and guests can gather around this community table in a relaxed setting. For those who prefer an even more laid-back meeting environment, a lounge area with low-slung furnishings awaits, alongside a smaller conference room with a circular table.

 

“From an architectural point of view, I’ve conceived a showroom that’s been thoughtfully curated and choreographed, guiding the observer’s gaze toward carefully selected encounters with Elmo’s leather in a choreographed sequence. It’s an adventure where visitors uncover more with each step, all within a genuinely relaxed ambiance where Spanish warmth meets Scandinavian coolness,” describes Mattias Stenberg.

Color schemes for our Madrid showroom.