Creative direction · PR
TRACA, ME Barcelona
The creative concept behind the opening of the restaurant at ME by Meliá: visual identity, the creative table, decoration, PR and VIP guests. An opening as the brand's first statement of intent.
Work
Real rooms. Real people.
Openings, dinners, partnerships and communities for hotels, restaurants, cultural institutions and brands. Four of them told in full.
A new restaurant, or the place to be?
The challenge
A July opening, very little lead time, and one of our first large productions. COYA was arriving at the W Barcelona and needed to be more than one more new restaurant.
The idea
Treat the opening as the start of a conversation. Create desire before the doors open, and keep people talking after the last toast.
The execution
A PR strategy, guest curation, invitations and follow-up designed in detail, together with the W Barcelona.
The result
More than 800 guests, and an opening that became one of the moments the city talked about that summer.
More than 800 guests. One conversation the whole city joined.
Contemporary art, at the table.
The challenge
One of the evenings celebrating MACBA's anniversary. Two institutions that share a way of understanding excellence, and had never sat at the same table.
The connection
We connected MACBA with Hotel Arts Barcelona to present Horitzó, the catering led by chef Paco Pérez, holder of five Michelin stars.
The execution
With the team at Las Marquesas, we led the PR strategy and the VIP guest list, and built an evening where every conversation became part of the story.
The result
A collaboration built on a shared purpose rather than a sponsorship.
The best collaborations don’t start with a sponsorship. They start with a common purpose.
A famous name still has to become a local habit.
The challenge
Everyone knows Nobu. Making it your place is different, and a global name has to earn its regulars city by city.
Friends of Nobu
A loyalty card created by Nobu Barcelona's marketing manager. We helped develop it end to end and brought in every name on the list: around 200 in its first year. Around it, a monthly table for guests from Barcelona and Madrid.
Cine a Fresca
To open Pride, we brought Filmin and Nobu Barcelona together for a season of LGTBIQ+ films on one of the terraces with the best views in the city. We handled the connection between the brands, PR, the VIP guest list and the community around the idea.
The Hunch Club
An evening with HUNCH on beauty, ageism and how fashion and culture are changing the way we see time. We led PR, guest curation, outreach, follow-up and community.
Around 200 names in year one. Every one of them a personal introduction.
Open a terrace with the right conversations.
The challenge
Hotel Borneta and its restaurant Volta wanted to open their terrace in a different way.
The idea
Debajo de los Arcos: a series of gatherings under the arches. Long evenings of conversation instead of a launch party.
The connection
Each edition brought together people from fashion, design, architecture, agencies, PR and the creative industries who would probably never have met otherwise.
The result
Dinners and cocktails that became the start of collaborations, friendships and projects.
The real luxury was the people around the table.
More work
Also on the list.
Community · PR
The Hoxton × Ladies Who Brunch
A networking brunch to introduce The Hoxton Barcelona's private event spaces. Creative concept, storytelling and PR end to end: guest curation, outreach, follow-up and relationship building.
Talent · Experiences
CUPRA
Sourcing influencers and co-hosting events with them. For a Casa CUPRA pop-up market, a curated selection of more than 16 independent Barcelona lifestyle brands.
Partnerships · Music
Primavera Sound & Pull&Bear
Finding partner brands to invest in music-festival activations.
Content · Social
El Gelat
Instagram story templates in the style of an iPhone weather app, and a series of weekend editorial stories.
Communication
Homenage International
Invitation copy and introductions bridging a luxury brand, a cultural institution and influencer networks.
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