Madrid, the metamorphosis
As Chairman of NO COM, a consultancy based in Paris and Madrid, Pierre Giacometti has seen the Spanish capital modernise and internationalise, while building on its powerful cultural fundamentals.
What do you think are Madrid's strengths that make it so attractive?
I think you have to go back to 2020. I often hear that employees in Madrid felt that they had been hardest hit by the first very strict lockdown, with people sometimes being forbidden to go out at all. The return to normality is all the more positive because during the subsequent confinements, Madrid claimed a form of "one against all", with greater freedom of access to places of leisure and culture in particular.
Before Covid, had you noticed any momentum?
Of the four capitals studied, Madrid is the most 'human' in size, where you never feel paralysed. Living there for part of the year, I've seen it undergo profound changes over the last twenty years. Madrid doesn't have the disadvantages of a megalopolis, which is particularly noticeable in terms of public and private transport. Three times an unsuccessful candidate to host the Olympic Games, Madrid has equipped itself with modern infrastructure. And while for a long time it was seen as a disadvantage compared to Barcelona, this is no longer the case, particularly in the context of Catalan independence claims that have become more pronounced over the last decade.
What cultural differences do you observe in the day-to-day relationship with the office?
Madrid is Europe's leading Latin American city. It has become highly internationalised, which explains its attractiveness. This influence latino The Spanish are more willing to break down statutory codes than the French, who remain attached to hierarchy. Finally, when it comes to cleanliness and feelings of security, it's night and day. As a result, some bosses of major groups go so far as to say that they are sorry that the people of Madrid are reluctant to expatriate!
How does teleworking fit into this "new" everyday life?
Spain has gone quite far, with two days of teleworking a week now enshrined in law. But the attachment to the office remains strong, particularly for the generation of thirty-somethings who have found it a relief to be reunited with their colleagues. In Spanish culture, relationships are paramount and isolation is truly exceptional. On the contrary, never a week goes by in a company without an opportunity for a festive activity.
