Housed in the former private home of a wealthy local family, the Icon Embassy blends in well with the high-end boutiques around it. The sign outside is intentionally small and discreet, and the entrance could very well be the door of just another tony building lining the street. Heavy wooden doors open onto what was once the carriage access to the building, now lined with plants and mirrors. With its contemporary gray couches dotted with accent pillows, warm lights, plants, and minimalist chairs placed around small tables, the lobby offers a taste of the hotel’s concept: stylish spaces that feel uncluttered and relaxing, inviting guests to wind down. During our visit, we were told that this streamlined yet sophisticated design -- launched in mid-2018 after full renovations -- was inspired by the elegant simplicity of Coco Chanel and Audrey Hepburn, and the result is a stylish boutique with a quiet, casual vibe and an upscale yet inviting feel.

Rates at the Icon Embassy are on par with other upper-middle-range hotels in the area, but those wanting something a tad cheaper may want to consider the H10 Puerta del Alcala, which features a lovely rooftop area complete with a restaurant, a pool, and stunning views. In the same price range as the Icon Embassy, the NH Collection Paseo del Prado may be a better pick for travelers seeking something more classic, while those wanting the comforts of residential living may want to check out the Gran Via Capital, a sleek apartment-style property with a central location in the heart of the city center. The Hospes Puerta de Alcala is an attractive alternative for those wanting something more luxurious in this area.

The Icon Embassy is located on Serrano, known as the Golden Mile of Madrid. The avenue, lined with high-end boutiques and handsome buildings, is right in the heart of affluent Salamanca neighborhood, allowing for easy access to not only top-notch shopping but also to great dining and a few major attractions. The Archaeological Museum is a five-minute walk down the street, while Puerta de Alcala and Retiro Park are just a couple of blocks farther down. World-renowned El Prado and Thyssen-Bornemisza museums can be reached in about 20 minutes by foot. There are also a metro stop and several bus stops just down the street from the hotel, providing easy access to Puerta del Sol, Plaza Mayor, and the Royal Palace -- each within 20 minutes of the hotel by public transport. The drive to the airport takes 15 to 20 minutes. 

The hotel has 77 rooms, ranging from small units for solo travelers to four-person rooms with a queen and bunk beds. All are decorated in a streamlined style that combines a subdued black-and-white palette with warm wood floors and clean lines to create contemporary spaces that feel uncluttered. As per the hotel manager, the thin black sticks attached to an accent wall and on all corners of the room are a subtle nod to Chanel Nº5 perfume bottles. Although the Zen-inspired design is rather soothing and appealing, some guests have found the bare walls and monochromatic color scheme too plain for a hotel in this price range. 

Amenities, however, are good for the price and include free Wi-Fi, smart TVs, safes, and electric kettles. Minibars are stocked with Vitamin water, soft drinks, beer, and wine, while small baskets offer various snacks, such as quinoa chips and candy. Superior and deluxe-level units are outfitted with espresso machines, robes, and slippers. Quality beds are praised by past guests, and feature an array of pillows. Additional pillows are available on request. Bathrooms are spacious, clean, and contemporary, with round sinks over black metal vanities, large walk-in rainfall showers, and all the expected toiletries plus toothbrushes and body milk.  

Double Rooms overlook a large courtyard, while superior units have views of Serrano Street, and Deluxe Rooms have balconies.

The Icon Embassy is known for its great prix-fixe a la carte breakfast. For a fee, guests are offered a selection of hot and cold options, along with fresh fruit juices, coffee, and tea. The breakfast spread begins with a buffet area with fruit, cold cuts, cheeses, and several types of bread, followed by the traditional Spanish breakfast of bread with tomato, Iberian ham, local cheese, and olive oil served at the table. Additionally, guests can order pastries, bagels, and eggs, as well as a made-to-order daily special. 

Flora Fina is the hotel’s lovely restaurant, housed in a beautiful greenhouse-style room in the back of the building. The restaurant is popular among locals, and offers healthful cuisine at reasonable prices. An excellent perk are the handful of mobile-Wi-Fi-enabled iPads that guests can borrow during their stay to take around the city. Though there is no on-site parking, the property offers discounted rates at the neighboring parking lot. Pets are allowed for a fee. Unfortunately, no gym is on-site.