Madrid: The Sexy New Celeb Hot Spot

Popular ME Madrid has hosted the likes of Rihanna and George Clooney. (Photo: JUSTIN CAMPBELL/startraksphoto.com; Atsushi Tomura/Getty Images; ME Hotels & Resorts)

By Jimmy Im

At night, Madrid’s charming Plaza Santa Ana (and its surrounding calles) paints a picture of centuries past. The square is framed by Gothic building facades like the 17th-century Teatro Español, the oldest theater in Madrid, and ME Madrid Reina Victoria, set inside an early 19th-century building.

A monument to famed Spanish writer Pedro Calderon de la Barca handsomely tributes the plaza’s artistic history under glowing-lantern streets that seduce local Madrilenos with bustling outdoor cafes and vinotecas.

It’s a rare sight that’s not completely overrun with tourists, but fast development to the area will bring change. New complexes, hotels, and trendy restaurants are slated to attract the crowds, potentially stripping the plaza of its authenticity. Heck, you might even see the opening of a McDonald’s though, surprisingly, no one’s complaining. The plaza’s rapid gentrification is reassuring for locals, indicating the recession is fading fast in Spain’s capital city.

Puerta del Sol plaza is at the heart of Santa Ana’s bustling barrio. (Photo: Handout)

“After many years of stagnation when we saw businesses closing and thousands of people with real talent having to emigrate to other countries, it seems that we are finally seeing the light at the end of the tunnel,” says Txema Miron, a 31-year-old communications director in fashion who grew up in Madrid.

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“We still have a high percentage of unemployment at 25 percent but day by day, Madrid is becoming more attractive for tourism, our main industry, and people are moving back. There are unquestionable signs that prove Madrid is prospering.”

New Businesses

Sparkly boutiques, restaurants, and hotels have mushroomed throughout the city in the height of the crisis, and they’re steadily seeing promise. Andres Gallardo, a local jeweler, opened an eponymous studio shop selling his products now worn by celebrities like Lana Del Rey.

In nearby Salamanca, Albora’s Chef David Garcia turns out Michelin-quality cuisine. (Photo: Albora)

Designed to look like the inside of a cushy, speeding train, The Passenger bar (Calle del Pez, 16) — one of few to open in the past five years — serves up creative craft cocktails for a stylish set that are throwing down eight euro a cocktail while Albora, in the tony Salamanca neighborhood, earned a Michelin star and flaunts the best Iberico jamon in town.

The biggest sign of progress is the opening of the Apple store in Puerta del Sol, Madrid’s main square just steps from Plaza Santa Ana. It’s one of the largest Apple stores in Europe at 20,000 square feet with a staff of 125. Forbes recently reported it cost the company millions to open.

The square will receive more foot traffic when the Four Seasons debuts next year, the first property in Spain for the luxury hotel brand. The 215-room hotel will be housed in heritage buildings comprising the multi-use Canalejas complex, which will include residences and a high-end shopping center.

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Emerging from financial troubles, Madrid launched a city-wide bike-sharing program last year with 1,500 electric bikes (yes, expensive e-bikes!) in 120 locations, not to mention the annual Madrid Gay Pride, considered Madrid’s most important event, set records with more than two million attendants this past summer, while businesses raked in 110 million euros. Also record setting were the three million visitors to Museum Reina Sofia despite a 30 million euro budget cut, according to Madrid-born Carlos Carnicero Urabayen, a political analyst and adviser to the European Parliament.

Sweet suites

Poolside at the fan-favorite ME Madrid. (Photo: ME Hotels & Resorts)

ME Madrid ( from $152), Plaza Santa Ana’s most popular hotel, amped its looks with notable renovations that include a Keith Hobbs-designed lobby, facelifts to the rooms, and a new restaurant that sports floor-to-ceiling windows, enhancing the feeling you’re part of the busy plaza rather than inside a hotel restaurant.

Ana La Santa is a massive space with a stylish lounge area adorned with taxidermy bullhead (to honor Spain’s bullfighting traditions and the toreros who stay here) and cozy fireplace.

ME is no stranger to visiting celebrities, including Rihanna, George Clooney, Ben Affleck and Keisha. Last May, Ricky Martin Instagrammed a video of the plaza from the outdoor deck of his suite.

Most visitors who stay here will inevitably visit the rooftop, one of the most popular hangouts for trendsetting locals. The rooftop, originally opened by the Gerber Group (whose company includes rooftop hot spots like Viceroy New York), is now called The Roof, offering bottle service, DJs and sprawling city views.

Diverxo’s Chef David Munoz inside the NH Collection Eurobuilding. (Photo: NH Hotel Group)

Popular Spanish brand NH Hotels unveiled an ambitious renovation at NH Collection Eurobuilding (from $175), a stylish and progressive hotel with one of the swankiest and affordable VIP floors (rooms with private, gourmet breakfast from $280) in the city.

Tech-friendly rooms boast forward-thinking features (like wire-free charging for cell phones) and guests can skirt the five-month wait for reservations at Madrid’s only three-Michelin starred restaurant, Diverxo, which moved here earlier this year.

The new Only You Hotel (rooms from $183) opened inside a former 19th century palace. It’s Madrid’s first 24-hour check-in hotel (i.e., check in at 8 p.m., your check out is 8 p.m. next day). With edgy design and intimate service, Only You has become the stomping ground for fashionable celebs like Lena Heady and Roger Federer.

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