Chapter III, the new collection by Güell Lamadrid HOME, is structured around two clearly differentiated aesthetic universes. On the one hand, ADN brings together the visual richness of floral jacquards, velvets and trimmings; on the other, Soft focuses on neutral tones, stripes and checks, with a slightly masculine feel. The know-how of Grupo Lamadrid, a textile editor with more than 50 years of family tradition, and meticulous work on colour, textures and finishes allow all the pieces to be combined with one another, even when mixing both worlds.
Güell Lamadrid HOME presents Chapter III, the third edition of its collection of textile accessories for the home. Since its launch in 2024, the brand has continued to grow both in terms of design and product typologies. This new chapter incorporates more combinations of fabrics within a single piece, new formats, reliefs, trimmings, piping, double borders and overlock finishes that bring character and identity to any interior design project.
The collection is organised around ADN and Soft, two decorative proposals that respond to different trends. ADN concentrates on colour, large-scale motifs and a controlled interpretation of maximalism. Soft, by contrast, works with neutral tones, checks, stripes and a slightly masculine sobriety. Despite their differences, both share a common approach to colour, textures and finishes, which together makes it possible to create more expressive or restrained compositions without losing visual coherence.
ADN: the return of maximalism, with measure
The ADN universe embraces a trend that is increasingly present in interior design: the return to more decorated spaces, where pattern, colour and texture once again occupy a central place. Expressiveness is concentrated in specific elements, such as large-scale botanical motifs, floral jacquards, velvets, XXL fringes and contrasts between fabrics and trimmings.
This approach adds visual depth and allows a cushion to become the focal point of a sofa, armchair or bed. It also makes it easier to create mix & match compositions with different levels of intensity.
Likewise, craftsmanship takes on a particularly relevant role. The Chérie cushion frames a rose jacquard with a velvet border; Provence enhances a geometric, scale-inspired motif with large braided fringes on the sides; and Boscara combines two styles in a reversible cushion: a woodland landscape on one side and a bold vertical stripe on the other.
The ADN universe also explores pictorial design. On a linen and cotton base, Lark features a composition of peonies, leaves and birds reminiscent of antique botanical tapestries. And Mármara introduces a horizontal stripe with subtle relief, as well as contrasting piping around the perimeter.
Soft: neutrals with structure
Soft provides the counterpoint. Its neutral palette relies on texture, proportion and precision in the finishes. The result is serene, but not flat: British checks, fine stripes, linens and subtle reliefs introduce rhythm without resorting to strong colour contrasts.
The English Checks series brings together three interpretations of the check. Devonshire revisits tartan in a rectangular format and a restrained colour range; Tremont features a denser weave with a strong presence of black; and Cornwall uses a large windowpane check. Tremont and Cornwall are finished with
overlock stitching in a natural tone. Antoinette, in a 50 × 72 cm format, combines a central panel of plain linen with fine-striped sides.
Bloom revisits the floral damask in a 60 × 60 cm format, with natural and powdery tones and a double border framing the piece. The collection also adds a bedspread to complete the range, combining this raw floral damask with natural linen.
Living & bedding: a multipurpose collection
The versatility offered by combining the ADN and Soft universes also extends to the use of the pieces. Although some cushions have been designed, due to their dimensions and format, with the bedroom in mind and others for the living room, they can all move from bed to sofa and adapt to different spaces and compositions. Each person can use and combine them freely according to their needs and their own approach to decorating.
This flexibility of use is complemented by a highly considered product development process. All pieces are handcrafted in Spain, and the selection of materials, zips, fillings and finishes forms an integral part of their design. This work reinforces the distinctive identity of Güell Lamadrid HOME, beyond the direct application of the company’s fabrics.
Alba, protagonist of Chapter III
As in previous chapters, the Chapter III campaign once again connects with the company’s family heritage. This time, it stars Alba Filella López de Lamadrid, a marine biologist and painter. Her connection with the sea, the Empordà and family summers in Comillas provides the biographical context for the campaign and connects with the presence of colour, natural motifs and attention to detail in the collection.
Photography: © Laura Munyoz
Stylist: Mariona Rubio Sabatés
For further information, interviews or graphic material, contact:
Aitana de la Ossa aitana@g-lamadrid.com
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About Güell Lamadrid HOME
Güell Lamadrid HOME is the line of textile accessories for the home by Güell Lamadrid. It was launched in 2024 as a natural evolution of the company, transferring the essence of its fabrics into a collection of cushions, plaids, bedspreads, toppers and outdoor pieces designed to dress the home with personality and sophistication.
Each year we present a new chapter that expands the collection with unprecedented combinations of fabrics, colour mixes, signature trimmings or new formats, exploring the living, bedding and outdoor universe. All pieces are designed to coordinate with one another, facilitating free-flowing compositions full of nuances.
Handcrafted in Spain, they incorporate high-quality materials and carefully considered finishes, such as high-performance technical fillings and premium zips, as well as collaborations with leading brands such as the historic French trimmings maison Houlès.
Güell Lamadrid HOME brings the brand’s textile heritage into everyday life through pieces that add texture, colour and a distinctive style to the home.