Creating niche market in hipster paradise (photos)

Mercado Fuencarral is known for its alternative, vanguard small shops. This small mall says it features 26 clothing stores and 11 for accessories and jewelry, along with a hair salon, an gallery and a cafe-bar. 

"We are brandemocracy," reads their current ad campaign. "A Big Idea, created by thousands of simple ideas. What yours?"

With independent designers and one-of-a-kind merchandise, it was once the center of fashion for the Spanish rock-and-roll and alternative world.