Madrid souvenir guide: Madrid traditions and symbols

Madrid moves at a calm and safe pace. The day here begins in welcoming bars with aromatic coffee and crisp toast, then flows gently towards the broad streets of the centre, around Gran Vía and Puerta del Sol. It is precisely these everyday habits, repeated year after year, that create the city's unique character.

Photo by Jose Miguel Sanchez / shutterstock / FOTODOM

The capital is recognised by its precise and warm details. The bear and the strawberry tree remain in the main square as the city's eternal symbol. La Violeta's violet sweets, made since 1915, have long become one of the most prized local gifts. In the old bars of the centre, especially in La Latina and Las Letras, vermouth is drunk unhurriedly in the late afternoon. These simple, recurring scenes make up Madrid's living image.

This selection brings together mementoes that delicately convey the city's spirit through its symbols, traditional crafts and everyday street details. These objects are easily found in Madrid's streets and make it possible to take home not only souvenirs, but the true atmosphere and character of the Spanish capital.

Violet sweets

The violet sweets from La Violeta confectionery, located in Plaza de Canalejas, have been made since 1915. These small sugared sweets, with a delicate violet aroma, are recognisable by their lilac colour and classic wrapping. They originated in the time of Alfonso XIII and were once considered an exquisite gift, almost exclusive to high society. Today they are one of Madrid's most endearing and recognisable souvenirs.  Pl. de Canalejas, 6

Photo by lavioletaonline.es

Vermú Zarro

In Madrid, vermouth is traditionally drunk at midday or in the afternoon, as part of the aperitif before a meal, in central bars. The best-known local brand, Zarro, has been made in the city since 1968. It is served in many traditional taverns in the centre, such as Casa Alberto, in the Las Letras neighbourhood, open since the 19th century, or Bodegas El Maño, where the atmosphere of the old Madrid wine cellar is preserved.

Artisanal nougat

Nougat is found in Madrid throughout the year, especially in traditional pastry shops in the centre. One of the best known is Casa Mira, open since 1842 and considered one of the city's oldest confectioneries. Here, nougat made with almonds, honey and sugar is still sold in classic boxes, preserving the traditional recipe and style.

Photo by New Africa / shutterstock / FOTODOM

Strawberry tree liqueur

At the old Bodegas Mariano Madrueño, in business since the late 19th century, liqueur made from the fruits of the strawberry tree is sold. This tree is depicted alongside the bear on the city's emblem. The liqueur is bottled in small, easy-to-carry formats and is directly linked to one of Madrid's most recognisable symbols.

Casa de Diego: fans and umbrellas

The Casa de Diego shop has been open since the late 19th century. It is one of those rare shops where authentic Madrid fans, umbrellas and walking sticks are still sold. In the past, the fan was not merely an accessory, but part of urban etiquette and an indicator of status. Today, handmade fans in a classic style that has scarcely changed for decades can be found here.  Prta del Sol, 12

Photo by instagram.com/casadediego_

Photo by instagram.com/casadediego_

Photo by instagram.com/casadediego_

Capas Seseña: traditional capes

Since 1901, Capas Seseña has made exclusively classic Spanish capes. They are handmade from wool following a traditional cut that has barely changed in more than a century. This family shop has become a historic reference point, and its garments have been worn by cultural figures as well as members of the royal family.

 C/ Cruz, 23

Contemporary-art meninas

The image of the meninas from Velázquez's painting long ago crossed the walls of the Museo del Prado and became part of urban culture. Today, contemporary artists reinterpret them in a wide variety of styles and colours. These artistic meninas are sold in the Prado and Thyssen museum shops, as well as in design boutiques in the centre.

Metro de Madrid design merchandise

The Metro de Madrid, inaugurated in 1919, has a recognisable style with its red diamond and the inscription «Metro». In the official shops at Sol, Ópera and Plaza de Castilla stations, it is possible to buy its own-design merchandise: posters with line maps, bags, notebooks and accessories with archive graphics that reflect the city's visual identity.

Photo by latiendademetrodemadrid.com

Artisanal ceramics from El Rastro

At the Sunday El Rastro market, in the La Latina neighbourhood, which has been operating for centuries, pieces of artisanal ceramics by local craftspeople can be found among antiques and handicrafts. These include plates, cups and decorative objects hand-painted with contemporary motifs inspired by Madrid.

 C/ Ribera de Curtidores

Prints and posters by local illustrators

El Moderno Concept Store in Malasaña brings together works by Madrid designers and illustrators. Limited-run posters featuring urban scenes, architecture and details of everyday life are sold here, perceived more as graphic-art pieces than as traditional souvenirs.

 Corre. Baja de San Pablo, 19

Authentic espadrilles from Casa Hernanz

Casa Hernanz has been in operation since 1845. In this workshop, one of the city's oldest, jute-and-cotton espadrilles are still handmade using the traditional technique. Classic models and more current versions can be found here, although the process remains the same.

 C/ Toledo, 18

Photo by instagram.com/casahernanz

Photo by instagram.com/casahernanz

Photo by instagram.com/casahernanz

Bernabéu shop

The official Real Madrid collection is sold in the Santiago Bernabéu stadium shop. Here there is the season's kit, limited-edition items and products available only inside the stadium. There is also an area where shirts can be personalised with a name and number.

 Av. de Concha Espina, 1

Photo by shop.realmadrid.com

All these objects together portray everyday Madrid. Fans from historic shops, ceramics from El Rastro, posters by local illustrators, metro merchandise, violet sweets and strawberry-tree liqueur. Each reflects the city in its own way: its rhythm, traditions and that atmosphere one takes away after the journey.