- The VP Sognio Madroño reopens in Madrid following a complete renovation of the former Hotel Madroño.
- Sixty-six rooms, all featuring a kitchen, designed for both long and short stays.
- Address: calle General Díaz Porlier 101, in the Barrio de Salamanca.
- Second address for the VP Sognio brand, one year after the VP Sognio Metropolitano.
- Ginkgo LAB Madroño restaurant, meeting lounges and private parking, a rarity in this neighbourhood.
Reopening a hotel under a new name is a thankless task: you have to win over a neighbourhood that already knows the address. VP Hoteles has taken the risk on calle General Díaz Porlier, where the former Hotel Madroño reopens under the VP Sognio banner, the high-end division of the Madrid-based group.
◆ The VP Sognio Madroño in pictures
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Sixty-six rooms, and a kitchen in every single one
The hotel has sixty-six rooms, and all of them feature a kitchen. This detail is far from trivial: it positions the property in the extended-stay segment, catering to multi-week assignments and temporary relocations, where a traditional hotel room quickly becomes tiresome.
This design choice came at the cost of keys. Rather than multiplying the number of rooms, the restructuring prioritised generous spaces, which mechanically reduces capacity. It is the exact opposite approach to a standard urban hotel, and it only works if occupancy is driven by long stays.
The Barrio de Salamanca, and what it entails
Salamanca is Madrid’s most expensive residential and shopping district, home to calle Serrano and fashion houses. The address, General Díaz Porlier 101, is located in its northern part, which is quieter and more residential than the main shopping thoroughfare.
The hotel features a private underground car park. In an area where parking is a daily struggle, this is a tangible asset, and one of the few that can truly be measured.
Contemporary art and dining
The communal areas and rooms showcase contemporary artworks, in keeping with the group’s ongoing artistic programme. The initiative is genuine yet remains largely decorative: it does not alter the nature of a stay, but rather its atmosphere.
The restaurant is called Ginkgo LAB Madroño, a spin-off of a concept already proven by VP Hoteles elsewhere in Madrid. It is open to the neighbourhood rather than being reserved exclusively for residents, which is essential for a hotel restaurant to truly thrive in a city with such a wealth of dining options.
◆ The communal areas
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Our perspective
VP Sognio is only on its second address, a year after the launch of VP Sognio Metropolitano. What is at stake here is less an opening and more a brand test: the group is verifying whether its high-end label holds up outside its founding location, using an inherited asset rather than a newly constructed one.
The gamble on in-room kitchens is the most compelling aspect. It targets a clientele poorly served by Madrid’s luxury hotel sector, namely those staying for three weeks who reject serviced apartments lacking hotel amenities. If the model proves successful, it will be rapidly replicated, as it fits seamlessly into existing buildings.
Practical information
Address · Calle General Díaz Porlier 101, Barrio de Salamanca, Madrid.
Capacity · 66 rooms, all with kitchens.
Dining · Ginkgo LAB Madroño, open to non-residents.
Services · Meeting rooms, private underground parking.
Brand · VP Sognio, high-end division of VP Hoteles.
