OBSERVATIONS & OTHER ACCIDENTS

Cold December mornings, cashmere and long coats, and conversations that stretch as long as the night. Madrid called, and we went — my fiancé and I, on a trip that was ours before anything else. And, of course, I couldn’t resist discovering Laconicum, a little world of beauty and curiosity that had long captured my imagination.

They say Madrid is always a good idea — and they are right.
It had been a few years since I last visited the Spanish capital. It felt like yesterday, with the past decade somehow compressed into mere months.

It was December, and it was cold, as it should be. Cashmere jumpers, long overcoats, endless conversations at the bar, accompanied by the best tapas and good wine — and, of course, Real Madrid at the Santiago Bernabéu.

When I found out I was going to Madrid, I made a point of letting a friend and colleague know, Anabel Vázquez:
“I’ll be in your city very soon. Shall we meet?”

We met on a press trip to Vila Lara, in the Algarve. Between myself and the other journalists — all Spanish — we exchanged the usual promises that rarely come true: “When I’m in Lisbon, I’ll let you know,” “When I’m in Madrid, I’ll let you know.” This time, I actually meant it.

In addition to being a columnist for S Moda — a magazine I have always admired — Anabel writes for El País, Vanity Fair España, Condé Nast Traveler, among other publications. But it was her passion for the world of cosmetics that led her to create Laconicum.

“When I’m in Portugal, I’ll let you know,” “When I’m in Madrid, I’ll let you know.”

Founded in 2012 as an independent online store, Laconicum is built around a rigorous curation of hard-to-find, often pioneering brands, always approached with a conscious, sensory and intelligent view of beauty. More than a place to buy products, Laconicum proposes an idea of wellbeing that goes beyond the skin — an invitation to pause, to be curious, and to take pleasure in discovery. The name came about by chance, inspired by the Roman laconicum: a space for relaxation and conversation. And that is precisely what the brand continues to be.

Laconicum proposes an idea of wellbeing that goes beyond the skin — an invitation to pause, to be curious, and to take pleasure in discovery.

It began as an online-only project and, from the moment Anabel told me about it, I became an instant fan. Not only because of the products — genuinely outstanding — but also because of the concept, the language and the impeccable aesthetic. When I told her I was going to Madrid, she mentioned they were about to open their first physical store and that, with a bit of luck, it would already be open by the time I arrived. I could hardly wait.

And so it was. The day after a long night of conversation at the bar, I went to see the space. First impression: you walk in, and you immediately want to stay.

Laconicum’s first physical store opened at the end of 2025, conceived as a contemporary interpretation of the Roman laconicum — a place that is both intimate and social, dedicated to relaxation, conversation and sensory experience. With just 30 square metres, the architectural project focuses on noble materials, handcrafted furniture and a central table in pink Estremoz marble, which structures the space and invites exploration. Here, wellbeing is understood in a broad sense: sensory, intellectual and emotional. All the brands available online are present, allowing visitors to experience fragrances, make-up and textures, always with expert guidance. 

Naturally, neither I nor my fiancé left empty-handed. We only didn’t buy more because we couldn’t. And if I say we spent over an hour there trying everything, I wouldn’t be exaggerating.

Our choices

Warni Warni (for the babe)
Brand: Maison Matine
A warm, spicy fragrance with a strong, unexpected identity. Elegant, enveloping and utterly addictive — the kind that becomes a signature without effort.

Silk Slumber Night Treatment — night cream
Brand: Mabel + Meg
A deeply restorative night treatment designed to regenerate the skin while you sleep. A rich, comforting texture and visible results upon waking. A true end-of-day ritual.

Limitless Lash Mascara
Brand: Ilia
A mascara that delivers exactly what it promises: definition, length and a natural yet polished finish. No clumps, no drama — just beautiful lashes.

Aloe Vera Cleanser
Brand: Prescription Skincare
A gentle yet effective cleansing gel with no unnecessary extras. It cleans without stripping the skin, leaving an immediate feeling of freshness and comfort. Ideal for daily use, morning and night.

Tomato Home Spray (for our Home Sweet Home)
Brand: Malin+Goetz
A home spray inspired by freshness and simplicity. With light, uplifting notes that create a serene and welcoming atmosphere, it was our way of extending the Laconicum sensory experience beyond the store.

Madrid, once again, confirmed the obvious: it is always a good idea. And this time, I came back with new products to try — and a new address to return to.

Piamonte, 21. Madrid
Monday to Saturday, from 11 a.m. to 8 p.m.