PRESS RELEASE

04/11/2015

Mahou San Miguel to turn Madrid into the heart of the brewing experience through its new venue

  • Today saw the launch of the project that will transform the Palacio del Duque del Infantado into the city's first cultural and leisure centre focused on beer
  • Héctor Fernández Elorza and his innovative proposal “Through the Mirror” won the architectural competition organised by Mahou San Miguel and the COAM
  • With this iconic venue, Madrid will rival other European capitals whose brewing heritage is one of their key tourist attractions.
Mahou San Miguel to turn Madrid into the heart of the brewing experience through its new venue

Mahou San Miguel to turn Madrid into the heart of the brewing experience through its new venue

Madrid, 4 November 2015. Today saw the presentation at the headquarters of Mahou San Miguel, a 100% Spanish family-owned company and the leader of the country's brewing sector, of the project to transform the Palacio del Duque del Infantado into the city's first cultural and leisure centre focused on beer. Javier López del Hierro, President of Mahou San Miguel, and Carlos Rubio, a member of the Governing Board of the COAM (Association of Architects of Madrid), accompanied by Héctor Fernández Elorza, the architect behind the winning project, were given the task of unveiling the details of this future venue, scheduled to open in 2017, covering a surface area of more than 3,000 m2.

"Through the Mirror" is the title of the project chosen from among 160,000 in an architectural competition organised by Mahou San Miguel and the COAM, a name that offers clues as to a number of the elements to be incorporated within the landmark building, built in the 18th century at the heart of the La Latina district, the original structure of which will be respected to the utmost. The central courtyard of the venue will house a huge retracting mirror, reflecting the Madrid skyline, along with spectacular open-air seating; a meeting place where the public will be able to enjoy all manner of activities. This new multifunctional amphitheatre will be capable of staging concerts, plays and conferences, while also offering one of the very best views of the city.

Fernandez Elorza plans to incorporate the most advanced technological resources to place the venue at the cutting edge in Europe. It will include an interactive zone for the staging of cultural and leisure activities, and another revealing the different processes involved in producing beer and experimenting with the drink. Meanwhile, this iconic venue will allow Madrid to rival other European capitals whose brewing heritage represents one of their key tourist attractions, and will feature an exhibition section displaying the historical heritage of Mahou San Miguel. Visitors will be able to view everything from documents, tools, bottles and distribution vehicles to a valuable collection of mannerist photography of 19th-century Madrid.

"Mahou San Miguel is a citizen of Madrid, and ever since it was founded 125 years ago has been fully dedicated to the cultural, economic and social life of the city.  We aim to continue this tradition, and are certain that the venue, combining tradition and innovation, will contribute to the city's leisure offering, strengthening its tourist appeal". That is the claim made by Javier López del Hierro, President of Mahou San Miguel. He added: "We offer a journey through the present, past and future of our company, with experiences which will undoubtedly help expand the beer culture of our visitors".

The jury, chaired by López del Hierro himself, was made up of representatives of the company, the COAM, the City Council and the Autonomous Region of Madrid, as well as two leading architects: José Ignacio Linazasoro and María José Aranguren.

From the 163 competition proposals submitted, the jury chose 5 to be developed to a second preliminary project stage. Alongside the first prize, then, the jury gave honourable mentions to the other four shortlisted works. The second, third, fourth and fifth prizes went to the initiatives proposed by:

  • Simón Francés and Judith Sastre
  • Begoña de Abajo, Carlos García and Jesús Lazcano
  • Ángel Borrego and Ana Isabel Alonso
  • Diana Hernando and Carlos Bermúdez