Madrid's principal luxury shopping street, running for nearly two kilometres through the heart of the Salamanca neighbourhood. The street hosts the flagship stores of most major Spanish and international fashion houses — Loewe (the genuinely Spanish one), Zara, Mango, Massimo Dutti at the mass end; Chanel, Louis Vuitton, Cartier, and Burberry further up. The side streets off Serrano (particularly Calle Claudio Coello and Calle Velázquez) have the most interesting independent boutiques.
Serrano is also where the department store El Corte Inglés has its most prestigious branch, useful for those who want everything in one building. Shopping here is significantly more expensive than the Gran Vía or the El Rastro flea market, and that is entirely the point. Metro Serrano.