CLIENT: CHANEL The Christmas season is the most important one for Chanel. A two-stage action was devised as part of the brand’s strategy to take Chanel out of the display case and bring it closer to the sales force, the sales team and the general public. To begin with we worked at the Chanel training school, converting it into a site where the brand can be experienced in different settings: Le Lab, nature as inspiration; L’Atelier, the brand’s sensory experience; Le Coco Club, a fun cabaret to try out Chanel make-up. To present the campaign to the sales force we also developed exclusive software (VR Angel) to lead a group VR experience by making it easier to share the moment among the participants. We saw Chanel no. 5 advertising at Christmas in advertising panels and on digital screens, but for the first time Chanel also made it real by turning the brand`s iconic snow globe into something real and spectacular in the heart of Madrid. A legendary brand is now closer at Christmas.
CLIENT: IE UNIVERSITY For years 4foreverything has been the company chosen by Instituto de Empresa IE to arrange and conduct the graduations of its students. This involves a carefully planned logistics and coordination effort. Each graduation is a unique challenge which calls for flawless mastery of time and in-depth knowledge of the protocols intrinsic to an event of this kind. The ceremony held in July 2019 involved a morning graduation and a completely different one in the afternoon on the same day. The first graduation was for 2,900 people and the second for 4,400. With different protocols and very little leeway between one and the other to tailor stages and guest areas. A 90-strong crew including coordinators, assemblers, technical and protocol staff managed to do it. Once the ceremony had been successfully completed, IE set us another tricky challenge for the next graduation to be held in December: how to make the 900-diploma award ceremony more vibrant and fast-paced while complying with a strict timetable of less than one hour. On this occasion we devised a technological solution to speed up movements more efficiently. Each diploma had a barcode so a scanner could read the student’s name which was then projected onto a screen on the stage. This solution coupled with faultless event performance meant each family and graduate knew automatically and precisely who the student was who was picking up the diploma on the screen. The award ceremony was finally shortened to just 40 minutes.
All Champions League partner’s investment is on display for just 4 days. “We go over and above our expected numbers. We made a great team!” Dave Westmoreland Project Director TRO UK CLIENT: NISSAN Nissan and its agency TRO UK tasked 4foreverything with providing all the entertainment activities for the fans and executives who came to Madrid for the final of the UEFA Champions League where Nissan is a main partner. Nissan’s global sponsorship strategy included seizing the opportunity to launch an all-electric Nissan vehicle and the need to create experiences for the attendees which were fun, high profile and engaging enough during one of the most message, entertainment and emotion-packed weekends for football fans. A VIP area was installed at the Wanda stadium with a spectacular set-up in which lighting and LED effects created an exclusive and high-tech atmosphere. Meanwhile, the Fun Zone was at the Puerta del Sol with a double height stand open on the top floor. The cars could be experienced live and lots of activities were run including the visit by Champions League legends. Plus a dinner at the Quinta del Jarama featuring a DJ was the cherry on the cake of a day where football took centre stage. Not even a one-minute breather; four days of events and technology to fully leverage an entire year’s investment by a large international client.
CLIENT: CHEIL WORLDWIDE Pop-up store in Plaça de Catalunya in Barcelona to present the new SAMSUNG PAY payment system.
CLIENT: TRO EXPERIENCIAL Presenting BBVA and Celler de Can Roca training grants to the best hotel and catering students in Spain.
CLIENT: SEAT Presentation of Seat’s first electric motorcycle at the Smart Mobility Congress.
The setting where 7.000 people experienced the most thrilling moment: their graduation. CLIENT: LIQUID Liquid commissioned us to undertake the graduation ceremony for EAE Business School, one of the world’s premier business schools. The significance of the event, the venue chosen (the Madrid Arena), the logistics of the graduation itself with 7,000 people, and a timeframe of only 48 hours: a challenge as big as the excitement of the students, their families and professors. Our exclusive Aluvision assembly system provided us with unprecedented flexibility to create a 44-metre stage at two heights, featuring a giant LED screen on which the graduation was broadcast live. An 80-strong crew worked for 48 hours non-stop to get all the details ready, from accreditation to protocol for the ceremony. A unique moment in the lives of 7,000 people. And in ours.
TURN A STORE INTO A STAGE IN AN HOUR. ANYONE ELSE QUICKER? CLIENT: TRO EXPERIENTIAL Through Tro Experiential Adidas asked us to turn its store on Calle Preciados in Madrid into a setting for a press conference with journalists, influencers, a media area, a photocall, a stage for a speaker, an interactive game and the standout presence of Gareth Bale. We were given a one-hour record time and were able to do it due to good planning, a 40-strong team and our exclusive Aluvision assembly system. Bale is extremely fast; so are we.
CLIENT: IE UNIVERSITY Holding an IE alumni meeting at the María de Molina campus.
What is a Vanilla Caress room like? By Brugal. CLIENT: TRO EXPERIENTIAL Brugal and its agency Tro Experiential were looking to turn a hotel in Tarifa into a holistic sensory experience. How could we create a Vanilla Caress or Watermelon Smile room? Simply by changing everything. In only two weeks, the hotel had become an Eco-Trendy venue based on wood, bamboo, eco textiles, exotic plants and chill out spaces integrated into the surroundings. The experience spurred an awakening of the senses with molasses honey air fresheners, wake-up light alarm clocks, a tropical house playlist and chromotherapy showers. 2,000 people experienced a sensory world that almost certainly still lingers in their memories.