Espacio Movistar: Innovation and technology in the heart of Madrid
The Espacio Movistar on Madrid’s Gran Vía is a point of reference where technology and history merge to offer unique experiences. We have implemented advanced video analytics and artificial intelligence solutions, enabling the physical elements of the space to be connected with real-time analytics. Thanks to Telefónica Tech, we have transformed the interaction with visitors, optimising the experience through a phygital approach. The restoration of the building has also allowed it to recover its original splendour, integrating innovation and legacy in a digitalised environment open to the public.
Goals
Telefónica inaugurated the Movistar Space in September 2024 in its iconic building at Gran Vía, Madrid, with the aim of merging technology, entertainment, and historical legacy. The goal was to turn it into the ‘ground zero’ of digital innovation, offering immersive experiences that connect its history with the most advanced trends. Original architectural elements, such as the lamp and clock in the atrium, were also restored and integrated into a modern, digital environment.
Results
The Espacio Movistar has become a reference point for innovation and culture in Madrid. The restoration of the building made it possible to recover more than 6,000 m² of heritage elements. Telefónica Tech implemented advanced solutions, such as the Immersive Cube and the Fourth Facade, providing unique sensory experiences. The Movistar store, the largest in Spain, combines the physical and the digital, transforming the retail experience. The space has established itself as an epitome of digital transformation in the city.
Interest links
Testimonials
“Thanks to Telefónica Tech, we have integrated advanced technology and video analytics into Espacio Movistar, transforming the customer experience and our interaction with them. These tools allow us to analyze preferences in real time, offering personalized experiences. Together, we are leading the digital transformation of the retail sector, creating more meaningful connections.”
