Spain’s WOW factor
With its cultural, gastronomic and scenic icons, Spain has provided the backdrop for many spectacular product launches. Here we look at a few.
Audi’s e-tron Ski Night in Baqueira Beret, Lleida
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The Baqueira Beret ski resort in Lleida was chosen by Audi and Unit Elements for the launch of the company’s new electric model. Looking to combine sportsmanship, creativity and technology, e-tron Ski Night was conceived. Four hundred skiers gathered on the slopes before being welcomed for the presentation. Each guest received a number and a set of luminous poles before climbing to the summit to witness the sunset. Guided by instructors, they created a river of light in the night as they descended and at the foot of the piste, a party awaited with live music and a stunt show on the snow by professional skiers in luminous suits.
Cisco Systems in Tenerife, Canary Islands
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The latest technology and stunning local setting combined to produce a spectacular gastronomic experience for 350 Cisco executives and leading international sales people. Designed by Spaintacular at the Finca Punta del Lomo banana plantation in Tenerife, a 150m table formed the centre of the event, which was based on a mapping developed in five acts: corporate, water, cosmos, volcano and colour, all related to special features of the island and accompanied by music and theatre.
Launch of the Mazda MX-30 in the Bárdenas Reales, Navarra
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Las Bardenas Reales, a semi-desert area in the south-east of Navarra, is a biosphere reserve, with an extraordinary landscape that provided the perfect setting for Mazda Group to launch the new electric Mazda MX30 to the press. Organiser of the event, Acciona Ingeniería Cultural, chose to use the sustainable property Hotel Aire de Bardenas, allowing guests to immerse themselves in the fascinating environment and observe the stars from its bubble-rooms. The experience included a guided tour, a tasting at the Marqués de Montecierzo vineyard and a meal at the L&Elle restaurant in the historic centre of nearby Tudela, offering guests the opportunity to enjoy the local culture, heritage and gastronomy.
Philip Morris presents the IQO3 at the Palacio de Cibeles (Madrid)
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Philip Morris launched the IQOS, a device that heats tobacco instead of burning it, in the Glass Pavilion of the Cibeles Palace in Madrid. The event, which brought together more than 700 guests, including the press, IQOS lovers, influencers, VIPs and celebrities, had to be truly disruptive. Anticipation and the magic of ‘unboxing’ served as a connection between the elements of the event, which began at the entrance to the Pavilion through a mirrored corridor with numerous LED spheres that multiplied the reflections. Large soap bubbles filled with water vapour rained down from hundreds of tobacco leaves. To complete the magical atmosphere, Raimon Freixa Life Gourmet recreated the white tones and texture of smoke in the catering creations.
For information on events in Spain contact
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