The New Market, an experiential event and pop-up, held from May 20 to June 8, 2025, at the El Corte Inglés Castellana esplanade in Madrid, which goal was to change Gen Z’s brand perception.
Overcome the impact and attendance standards of previous editions.
To position the “NEW” universe as a cultural benchmark for Gen Z
Design an immersive and aspirational experience
that breaks down barriers and empowers creative freedom.
Connect emotionally with Key Opinion Leaders and young influencers, strengthening the bond with the brand.
The central structure, a mirror-effect cube built with recycled materials, acts as the gateway to this experience, which unfolds at a height, through containers that simulate elevators that lead to the “NEW floor”: a fictional rooftop inspired by the mythical “from Madrid to heaven,” a space that invites visitors to live, see, and feel as if they were above it all… the very place where dreams come true.
