Madrid's luxury shopping street, running north from Retiro through the heart of the Salamanca district. Serrano is where Spain's old money buys clothes — flagship stores for international luxury brands (Louis Vuitton, Loewe, Cartier) alternate with established Spanish houses and upscale department stores, including the El Corte Inglés on Goya and the Agatha Ruiz de la Prada boutique further north.
The street architecture is uniformly late 19th-century mansion-block, the pavements are wide and well maintained, and the tone is considerably more restrained than the commercial circus of Gran Vía. Also on Serrano: the Fundación Juan March, which runs a small art exhibition programme in a 1970s building at number 77. Metro Serrano or Rubén Darío.