Immersive Hiroshima experience merging nature, art, tech, and tradition, with a botanical installation and 100% electric prototype test drive.
Mazda celebrated its 25th anniversary in Spain with an immersive cultural event designed to transcend the commercial and forge a deep emotional connection with the audience. The primary goal was to offer the city of Madrid a unique experience inspired by the brand’s core values: craftsmanship, precision, innovation, and Japanese tradition. Through “Crafted in Japan House”, the project aimed to symbolically bring the spirit of Hiroshima — Mazda’s birthplace — to the heart of the Spanish capital. Every detail was carefully curated to evoke over 100 years of Mazda history, blending art, technology, and heritage. Beyond a celebration, the initiative sought to reinforce Mazda’s positioning in the Spanish market through a high-impact experiential concept with strong symbolic and emotional value.
The activation was conceived as a multisensory platform to connect with key audiences: consumers, media, influencers, institutions, and strategic partners.
Over 25 consecutive days, the space hosted a varied programme including test drives, product launches, talks, institutional visits, and cultural workshops, offering a dynamic and immersive experience.
To build awareness, strengthen relationships, and communicate non-intrusively, we developed this value proposition for Mazda.
The aim was to create an environment that encouraged genuine engagement, positioning the brand as a benchmark not only in automotive, but also in design, sustainability, and cultural connection.
