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`AccorHotels Live Festival’ turns the Pullman Madrid Airport & Feria into an urban festival

`AccorHotels Live Festival’ turns the Pullman Madrid Airport & Feria into an urban festi

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By Asun Paniagua If the cream of the tourist world comes next to our house, why do not we take advantage of this natural call to make our own parallel event? This is what Accor thought for another year, taking advantage of the fact that they have a hotel right in front of IFEMA to organize, during FITUR, a great event where travel agencies, press and bloggers, clients, partners and directors of the group's hotels lived in an environment of VIP zone of urban music festival. Sergat was in charge of creating the concept and designing all the elements of this event that every professional day of the fair, combined fun and networking.

So, one more year, AccorHotels took advantage of FITUR to organize an event parallel to the fair, in which it offered its guests the possibility of meeting in a relaxed way and enjoying a festive atmosphere in a day party in which there was no shortage live music, a gastronomic proposal presented in pop ups and merchandising stands, among other surprises.

The concept of urban festival was the thread of an event. The furniture, uniforms, stations, invitations, accreditations, merchandising, graphic elements, music, posters… all were created taking into account that they had to adapt to the two different concepts of the festival: two days of work, networking and meetings, and a playful day festive style.

As in any festival worth its salt, attendees received their electronic invitations through a platform used for concerts and events. And upon arrival, they received their “VIP Access” accreditation to be able to move freely through the different spaces.

In the two days dedicated to business, four specific areas for meetings were set up so that the AccorHotels partners, teams from the different departments of the company or the commercial ones could meet with their clients in a relaxed environment. In the lively event of the `AccorHotels Live Festival’ live music was the protagonist. In the central stage, groups like the Tea Band performed, a group of Hard Blues rock from Madrid that has played along with great icons of music like Cheap Trick and Deep Purple.

Meanwhile, in the backstage professional makeup artists prepared the guests as if they were stars that were going to pose in the Stars Photo Booth of the party. In a real festival, food is an essential aspect, that’s why gastronomic pop-ups were installed in different stations so that attendees could taste a wide gastronomic selection with festive accent, from creative proposals of rice to hot dogs, hamburgers, seafood, tapas and ceviches. To accompany, in the festival bar, a corner of craft beers, cocktails and wines completed the offer of an urban and chic festival.

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