A modern, white room with several beds covered in white sheets, separated by white curtains hanging from circular yellow ceiling tracks.

May 29, 2026

Words: Elizabeth Fazzare

Photography: Hiperfocal

Sweet Dreams: A Mattress Showroom Is Reimagined In Madrid

Hot Shots: JotaJota+

founders: Jorge Gabaldón and Javier Onrubia
social: @jotajotamas
project: Colchón Exprés, Madrid

standout: After four years studying, teaching, and working globally, architects Jorge Gabaldón and Javier Onrubia founded JotaJota+ (pronounced “hota,” jota is the letter J in Spanish) in their hometown of Madrid in 2021, with the goal of conceiving immersive environments from simple materials. A recent example is the flagship Colchón Exprés, a 3,000-square-foot local mattress store in which the two reimagined the usual showroom typology, applying domestic qualities to more closely reflect how the product is used. They suspended undulating steel curtain tracks overhead, including one down the center that’s lacquered Colchón yellow, with semi-sheer drapery to hug or fully unveil the mattresses. More amarillo appears in the carpet rounds atop the white porcelain-tile floor to further highlight the beds, while birch-plywood panels form modernist headboards along perimeter walls. jotajotamas.com

  • Two men in white clothing sit barefoot in a modern room with a large bookshelf, a plant, and minimal decor.
    Photography by Jorge Gabaldón, Javier Onrubia.
  • Two people stand at a round wooden table in a modern, minimalist room with white curtains, a textured wall, and a large round light fixture hanging above.
    Photography by Hiperfocal.
  • A woman in white walks through a minimalist room with white beds, sheer curtains, exposed ducts, and a yellow curved ceiling feature.
    Photography by Hiperfocal.
  • A modern, white room with several beds covered in white sheets, separated by white curtains hanging from circular yellow ceiling tracks.
    Photography by Hiperfocal.

read more