Creativity in Events

Héctor Rodríguez, CEO of Marca Condal

We are entering a new paradigm where the creativity, production, and sale of projects are built almost autonomously through chained AI. We are no longer talking about individual tools, but rather complete workflows where each phase triggers the next: from the generated briefing to conceptualization, visuals, floor plans, storytelling, the business proposal, a line-item budget, and the media campaign.

Human involvement is limited to decision-making, key meetings, and final validation in production. Everything else is optimized, accelerated, and scaled. This doesn’t eliminate the creative or the producer—as we’ve seen in this Reebok event aimed at VPs and managers following a sports conference, with 15% luxury and 75% impact—but it does redefine their role: we’re shifting from executing to managing systems. From creating pieces to designing processes. And whoever understands this first will not only move faster but also sell better.

Sophie Von Schönburg, CEO of Signne

Creativity also means breaking with the status quo. “She Drives a Lambo” was a particularly original campaign because the idea was to combine adrenaline, women, and driving (a not-so-common combination) in an event for Lamborghini. We knew we had to create a truly transformative experience.

We created a fully immersive experience—from the creative process to the logistics—with the sole goal of thrilling our audience, culminating in the experience of driving a Lamborghini at full speed across the snow-covered summit of Courchevel (France). This blend of adrenaline, elegance, and precision—which actually stemmed from the boldness of a great idea—was one of those moments.

Mireia Font, CEO of La Florería

Today, the idea isn’t limited to simply arranging some flowers; we now create a stylized look in collaboration with art directors and visual designers who define the event. We incorporate metal, glass, stones, resins, fabrics, plastics, wool, wax, paint, paper… anything can be used and blended together as long as the concept and the world we want to create support it.

Volumes constructed from nanomaterials—whether suspended in the air or atop supports—are a major trend. They make an impact due to their size or their striking excess, and this volume is typically broken up by a botanical motif or a material that connects to what you’re explaining. The structure can be monochromatic and visually striking. In this image, for example, the green—its freshness combined with the transparent material—gives the composition a solid and striking yet delicate appearance.

Cayetano López, CEO of Mondolirondo

We are living in a very inspiring creative era in which architecture firms and artists are setting the trends. They are creative minds with endless possibilities.

We’ve also noticed a dramatic shift in tour designs, which have evolved significantly and are creative talents worth following because they’re revolutionizing the worlds of interior design and entertainment. I’d love to have the budget to work with talents like these, but unfortunately, in Spain there are few opportunities to do so.

I couldn’t pinpoint anything specific because we’re constantly receiving real-time and rapidly changing information, but what I saw at Rosalía’s concerts—with that majesty, those fabrics, those staircases, everything so raw—struck me as both spectacular and simple… A good combination of materials and screens never fails; it’s important to have a highly professional graphics team to give everything that distinctive touch.

Cristina Avendaño, CEO of CaDecoración

The trend today is to move away from static designs: stage sets are dynamic.

It’s not enough to have a projection mapping display or an “Instagrammable” spot—the entire space has to be an experience. Here’s an example: a ceiling made up of hundreds of suspended translucent strips that began to move as if the space were breathing, while the light shifted from warm to electric tones in harmony with the music. At one point, the projections transform everything into water, fire, or a moving sky.

For a Longines event showcasing a new line of watches inspired by the underwater world, we recreated rocks; the tables were curved to resemble waves… everything exuded an oceanic feel. There was no single “photo op”—the entire event was one big photo op. That’s the trend: creating a sense of life, for example with tunnels of light, mirrored surfaces that repeat to infinity, gardens that glow or change color…

Fernanda Canuto, Director of Events and Graphic Design at La Remedios

I remember how we transformed Plaza de Callao into a magical place for the 250th anniversary of Loterías. It wasn’t just a publicity stunt; it was seeing thousands of people sharing their dreams on paper cards—the same kind used to make the “10º” tickets—inside giant spheres that lit up at night with their dreams.

What I liked best was the finale: recycling those 30,000 cards at the National Mint and Stamp Factory to produce the 2012 lottery tickets. The idea that the paper carrying our dreams would become the physical medium for the lottery tickets strikes me as fascinating. It was a way of reminding us that, sometimes, our dreams are already in our hands sooner than we think. Beyond the impact figures or the 805% ROI, what endures is that tangible and special human connection.