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Nude Project opens Hollywood-inspired flagship store in Madrid

Nude Project's Masía Gallery store, Spain

Spain – Spanish fashion label Nude Project has unveiled a new flagship store in Madrid designed by creative studio El Departamento to resemble an open mansion inspired by vintage Hollywood homes.

Located on Fuencarral Street, the 195-square-metre space, named Nude House, was conceived by El Departamento founders Alberto Eltini and Marina Martín as a hybrid retail and social environment. With nearly four-metre-high ceilings and a fluid, open-plan layout, the store ‘operates more like an open house than a conventional store’.

The interior combines residential references with cinematic details. A circular wood and steel counter anchors the entrance lounge, which also features low sofas, a curved library shelf and terrazzo flooring in white and green tones.

Further inside, a retro-inspired hallway leads to a music room clad in dark wood, complete with curated vinyls, Persian rugs and emerald green velvet ceilings. A final games room includes a poker table that doubles as a product display, surrounded by curved shelving and reflective stainless steel finishes.

Read our Culture-coded Retail report to understand how a new generation of in-person retail experiences are being energised by cultural relevance and built on brand community.

Strategic opportunity

Re-imagine stores as social destinations by combining hospitality, culture and shared-interest experiences, from music to gaming, to deepen engagement and increase dwell time.

The Guardian remakes its iconic Points of View advert for a new generation

UK – British newspaper The Guardian has remade its landmark 1986 Points of View advert, re-introducing one of advertising’s most celebrated visual metaphors for a fragmented media age. Created with creative agency Lucky Generals and filmed on the same street as the original in Elephant & Castle, south London, the campaign re-unites director Paul Weiland, members of the original crew and actress and comedian Kathy Burke.

First aired in 1986, the original advert used shifting camera angles to show how the same event could tell entirely different stories depending on perspective. Forty years later, the remake comes in a far more polarised media environment. Launched on The Guardian’s 205th birthday, the campaign reinforces the publisher’s long-standing positioning around independent journalism and seeing ‘the whole picture’.

In our Future Forecast 2026: Marketing, Advertising & Branding report, we identified Brand Slogans Re-imagined as a key trend for this year, as brands double down on their heritage, cultural memory and enduring brand codes in a bid to connect with consumers in a challenging and competitive landscape.

Photography by Cottonbro, Russia

Strategic opportunity

In times of economic and geopolitical uncertainty, consumers look for anchors of familiarity and trust. How might your brand heritage be used to evoke collective memory and nostalgia, offering reassurance and emotional stability in an increasingly fragmented present?

Stat: Why UK women aged 50+ still feel underserved by brands

Kelly Bishop for Gilmore Girls x Bliss Collection, US

UK – Women aged 50+ are emerging as one of the UK’s most commercially powerful yet underserved consumer groups, according to a new study by YouGov.

While 18% of women over 55 report having more than £500 ($677, €576) in monthly discretionary income, many feel fashion and beauty brands still fail to reflect their lifestyles, identities and aspirations.

More than half (54%) of respondents who feel younger than their age say brands understand women like them ‘not very well’ or ‘not at all’, rising to 58% among those who feel their age or older.

Fashion appears to be the biggest point of friction, with 39% saying clothing brands do not cater for them, compared to 17% for make-up and just 3% for skincare.

Representation remains a key concern. Some 45% of women who feel younger than their age say there is a lack of models from their age group, while more than four in 10 (43%) say seeing people their age in advertising would make them more likely to buy. Functional factors dominate purchasing decisions, with product quality (74%), value for money (70%), fit (70%) and comfort (67%) ranked as priorities. But style still matters, with half saying design influences purchasing decisions.

Echoing insights from our Boomer Beauty report, the findings suggest brands relying on reductive anti-ageing narratives risk alienating a demographic seeking visibility, relevance and style on their own terms.

Read our Redefining Mid-life report where we explore what brands get wrong about mid-life and why Gen X women are the ultimate untapped consumer cohort.

Strategic opportunity

Is your brand unintentionally alienating high-spending demographics through outdated representation, narrow product assumptions or reductive messaging? Treat women aged 50+ as cultural contributors with evolving identities, not as a static life stage