Ibercaja helped to create a multi-space venue that combines culture, art and leisure, bringing accessibility to society and democratising access to a series of events.
With the help of LetsGo, a semi-abandoned area in the centre of Madrid was restored, recreating a venue offering exhibitions, concerts, musicals and other entertainment events.
The objectives of the project were:
• Build brand awareness and notoriety in a strategic geographic area.
• To contribute to making the commercial positioning of the entity tangible.
• To develop a project that would enable the Bank to become involved in the economic and social development of the area of influence.
• To modernise the brand by connecting people with culture and contributing to social well-being through leisure.
• To leverage the Bank’s capabilities in revenue generation in the venue management itself.
A communication plan was launched, including the creation of a website for presentation and ticket sales and the opening of social media channels.
Over one million people have passed through the venue since its opening, with more than 20 shows and over 40 private events, and more than 500 direct and indirect jobs have been generated.
Leading programmes such as Masterchef have used its facilities and the venue has hosted visits by major celebrities, such as Tim Burton for the opening of the immersive exhibition The Labyrinth, making the space a strategic hub for the organisation.
