Mad Cool Festival: El Corte Inglés Launches Innovative Motel New
Madrid, Spain – July 10-13 – El Corte Inglés has introduced its new action, "New," a unique sponsorship initiative at the Mad Cool Festival in Madrid, showcasing four branded rooms within a Motel New installation.
El Corte Inglés Debuts Motel New with Four Themed Rooms
The festival-goers had the opportunity to experience the Motel New, where four brands, Converse, Nike, L’Oréal, and Green Coast, themed four unique rooms, offering original proposals. The concept is an attitude, a way of communicating with Generation Z, a group born between the late 1990s and early 2000s.
Exclusive Reception at Motel New by Converse
Visitors were welcomed with a themed reception by Converse, where they could take photos and print them out as souvenirs. The brand prepared various gifts, including tote bags with pins, bracelets with 10% discounts redeemable at El Corte Inglés, and free Converse socks at the retailer’s centers.
Nike Develops Pre-Party Space
The Nike-designed space at Motel New allowed visitors to receive gifts and take part in a pre-party atmosphere. Guests were able to immortalize their visit and enjoy the prepared space.
L’Oréal Brings Expertise to Beauty Room
L’Oréal created a Beauty Room with expertise in makeup artistry and fragrances. Visitors experienced a total party look with professional make-up artists, with the opportunity to take home perfume or treatment samples.
Green Coast Hosts Glam Cam
The Green Coast brand, part of El Corte Inglés, created a dressing room featuring a Glam Cam for attendees to immortalize their visit in a 360-degree experience.
Instax by Fujifilm
Throughout the space, Instax by Fujifilm made appearances, taking photos and giving away gifts to visitors, who could also enjoy the pre-prepared gifts by the participating brands.
