Hilton has opened Casa Verbena Madrid, Outset Collection by Hilton, a 45-room hotel on Calle de Preciados in the center of the capital. It is the first hotel in Europe for Outset Collection, a conversion-focused “soft brand” designed for independent, character-driven, and boutique hotels that Hilton launched as its 25th brand in October 2025.
The hotel has interiors by Madrid-born designer Lorenzo Castillo and views across the city’s rooftops. A Madrileño breakfast is served each morning.
“Madrid is a special destination for Hilton, and in recent years we’ve broadened our presence in the city with distinctive brands and properties designed to meet different traveller needs,” said David Kelly, senior vice president of Continental Europe, Hilton. “Casa Verbena Madrid builds on that story as the European debut of Outset Collection by Hilton. Full of character and with a strong sense of place, the hotel reflects the creativity and energy of Madrid. We’re delighted to welcome the hotel to our growing portfolio of collection properties across Europe.”
The name comes from the Spanish verbena, a neighborhood celebration built around food, music and shared traditions. The hotel also draws on costumbrismo, the Spanish artistic tradition of depicting local customs, characters and daily rituals. It looks beyond the capital’s landmarks to the cafés, streets and squares that shape life for Madrileños.
Costumbrismo-inspired artwork, warm materials, fluted glass, brass finishes and layered textures appear throughout the interiors. They reference Madrid’s architectural and cultural heritage in a contemporary way.
Many guest rooms look onto Preciados street and its typical Madrid façades. Preciados Rooms open onto terraces with views across the city’s rooftops and toward the Royal Palace.
Breakfast is served in the emerald dining room. It includes churros inspired by the capital’s historic churrería culture, pan con tomate with Iberian ham, Spanish tortilla, locally roasted coffee and freshly squeezed juice.
Casa Verbena worked with a local artist to create “Our Madrid,” a seasonal illustrated guide to the capital. Available to guests, it lists recommendations for cafés, shops, bars and neighbourhood addresses.
“Casa Verbena Madrid offers a fresh perspective on the capital, whether guests are discovering it for the first time or returning to experience it differently,” said Álvaro Mazaheri, managing director of Arte Hoteles. “From a breakfast inspired by local favourites to recommendations we would share with friends, we want each stay to reveal more of the Madrid that lies beyond its best-known sights.”
“Casa Verbena Madrid represents the essence of Outset Collection, offering guests a stay that feels deeply connected to the destination,” said Elizabeth Scruggs, brand leader of Outset Collection by Hilton. “As our first hotel in Europe, it sets the tone for how we envision the collection growing around the world: through independent hotels with compelling stories, strong local identities and a genuine sense of discovery. With more than 100 hotels under development globally, we are building a collection of individual hotels that invite travellers to experience a destination through a more personal lens, all with the benefits of Hilton.”
As part of Outset Collection, guests can access Hilton Honors, the Hilton guest loyalty program. Members can book, earn and redeem Hilton Honors Points for stays through Hilton’s direct channels.
