Jägermeister chooses Madrid as a new stop for its inspiring Night Embassy

From November 13 to 15, Jägermeister Night Embassy Madrid paid tribute to the identity and diversity of the capital’s nightlife with sessions, workshops and meetings that vindicated its cultural legacy. Pelonio, meanwhile, devised a space for experimentation with the creation of a particularly inspiring stage to celebrate that night that is not afraid of subversion and that reinvents itself from the collective as a space for experimentation and freedom.

Since 2019, the Jägermeister platform has toured cities such as Berlin, Tokyo, Paris or São Paulo, adapting to each local context to celebrate without losing its essence. Its new stop in Madrid paid tribute to the authenticity of its night: open, welcoming and creative.

The narrative created by Pelonio gave life to this insight by creating a physical context that welcomes you, tucks you in and takes care of you, no matter how you are. Because the idea of Jägermeister Night Embassy was to celebrate that night that is not afraid of the subversive and that reinvents itself from the collective with a space of experimentation and freedom.

An experience that catalyzes local talent

Jägermeister Night Embassy is a platform for connection and experimentation that gives voice to the talent that is defining the present and future of nightlife. Under the creative and curatorial direction of Pelonio and Jägermeister, a community of local creators has been created, embodying the creative pulse of the city, shaping its program. Three collectives, Casa Pepa, En1gma and Antídoto, designed the musical experience of each day, with DJ sets and live performances by artists such as Shifa Ligero, Mainline Magic Orchestra, u.r.trax, l0rna, Tiffany Calver, Fukcnormal or Juguete, among others. Three sound universes that celebrated the richness of Madrid’s sound map, claiming the essential: dancing skin to skin, without labels.

The program encouraged self-expression and reflection in the Creative Encounters, a series of workshops and talks on how the night can be a place of community and change. Designed by Jägermeister and Pelonio together with artists, performers and designers, they addressed topics such as sound experimentation, the creation of safe spaces or fashion as a tool for transformation, with the participation of collectives such as Karne Kulture or Nítido and figures such as Jorge Nieto, Héctor Fuertes, Julieta Wibel, Keperezaxiko or Josephine’ Soundscapes.

A space that connects the most real Madrid

Jägermeister Night Embassy sought to capture the authentic and diverse energy of Madrid’s most streetwise Madrid. To do so, Pelonio conceptualized an immersive space inspired by Madrid’s iconic “Colmenas”: brick buildings and green awnings that connect the everyday with its underground culture. With neon lights and signage based on the identity and popular signs of local businesses, the environment blurred the boundary between indoors and outdoors, reflecting the hospitality that defines the city. True to its essence as a territory of freedom and respect, Jägermeister Night Embassy Madrid had a protocol of respect and conduct developed between the brand, Pelonio and the FLINTA Karne Kulture collective.

The experience starts with ticketing

For the amplification of the project, Pelonio created a communication strategy that sought to maximize the attendee experience from pre-sale to the event with the ticketing strategy at the center. The amplification plan has combined and continues to do so media relations, collaborations with cultural profiles and content creators, along with social media strategy and execution, developed by Está Pasando. All this under a storytelling that is a reflection of the disruptive identity of the experience created by the brand.