From Miami to Madrid: “Amigos Meet”, the new pop-up format focused on human relations
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Reinventing the pop-up
It is striking that they have decided to use the “pop-up” concept, a format that, although it continues to be updated, has very marked characteristics. A traditional pop-up is a format related to a brand, often promotional or even sales-oriented, looking for an immediate concrete benefit. But it is interesting to use the value of novelty, of sensation that the word pop-up evokes, something that nobody wants to miss.
Being disruptive, “Amigos Meet” has taken the ephemeral essence of the pop-up to transfer the concept to the creation of a community that, like the product displayed in a traditional pop-up, is in one place for a very short time. The novelty here is that the focus is on human relationships rather than a product: it moves from the store to the meeting point, even if they collaborate with sponsors.
Organic collaboration communicates
The “Walking with a purpose” events are usually sponsored by New Balance and Smart Water. This sends a wellness message aligned with the event and shows us that, if the right sponsorships are chosen, the attendee does not feel invaded by advertising, but even appreciates it because they have found a use for it.
A new way to connect
In our sector, we are very familiar with networking as a format for making contacts and maintaining relationships already formed. We focus on human relationships from work, but projects such as “Amigos Meet”, starting from another purpose and being approached from a more emotional perspective, open up other possibilities when it comes to doing all this. What if we move from the coffee break to the disconnection of walking together, without pressure?
The city as an event scenario: more experiences
Not having a venue or an enclosed space makes the event more accessible, (although be careful, lest it happens to us like Rosalía. But the fact that public space is, in moderation, a territory of brand and experience, can be positive. The city turned into a tool for socialization supports this journey of experiences that we find in a day in cities like Miami or Madrid, but that is also being reoriented to smaller cities. The constant search for variety makes “multi-experiences” a growing trend, and “Amigos Meet” has shown us that these micro-meetings can be especially useful in the exercise of bringing different communities together.
