Inspired by the energy and nightlife culture of Madrid, Madri’s Club Soul brought together cold beer, urban music and street culture in a high-impact festival destination space.

Designed to immerse audiences in the ‘Soul of Madrid’, the experience featured DJ duo Mestiza blending flamenco with electronic beats, body graffiti artists, interactive street-style moments and a hidden VIP speakeasy accessed through a walk-in fridge. Created to feel less like a branded bar and more like discovering a vibrant corner of Madrid nightlife, the activation drove dwell time, social engagement
and cultural connection throughout the festival.

Creative Direction across concept, spatial storytelling and experiential rollout.