Interactive and multisensory areas: what’s but to come back on the Spanish festivals | Culture | EUROtoday

Music festivals are already an entrenched and important a part of the younger Spanish tradition. It is tough to seek out somebody who has not come to any. And, fortuitously and due to the large range they deal with, everybody can discover the one who adapts their tastes: there are large occasions and full of enormous poster heads, small and comfortable conferences with an avant -garde supply, enclosures positioned in idyllic locations round which to construct a vacation plan …

The festivals, for years, are far more than a group of live shows. They have grown in the direction of the full leisure expertise. They supply gastronomy, innovation, socialization, tourism. And all the time underneath a premise: have a great time.

That premise is what Freddie Heineken, grandson of the founding father of the legendary beer model, baptized how cosinessa Dutch phrase that refers back to the feeling of getting enjoyable, of having fun with the second. “I don’t sell beer, I sell cosiness”, I would say in his time the Dutch beer. And it is precisely Heineken®, a brand with more than a century and a half of history and presence in 190 countries, which applies that maxim in those festivals sponsored, such as Tomavistas, Les Arts, FIB, Kalorama Madrid, Monegros, Arenal Sound or Holika Fest, among others.

The company, for years, has been far beyond putting the logo in the glass. He wants to become an engine and creator of experiences: “Heineken® spaces have opted for innovation, with interactive activities, exclusive awards and multisensory proposals that have turned their activations into authentic meeting points for music and beer lovers,” explains Marta Moreno, head of Heineken® brand in Spain.

A bar, an alchemy of flavors …

One of the main examples that illustrate this innovation work is the Heineken® Booth, a hybrid between bar, dance floor, flavors and interactive zone laboratory, and “one of the most vibrant and original spaces in the festivals sponsored by the brand, standing out not only for offering beer, but for merging music, innovation and design in an immersive experience,” says Moreno.

In the Heineken® Booth you can already try, for example, the Foam Infusion, a beer foam with flavors such as passion fruit or Orange Spritz, the alternative to classic beer – which of course, there is – for those who seek to get out of the mold and try a fresh, colorful and original drink.

In the Booth, apart from surprising with these new drinks, you can enjoy a specific musical program, with DJs such as Delore, Cristina Tosio, Dolça Van Leuwen, Javier said and Kara Havana. A space, the Booth, which gives us a respite the frantic rhythm of the main scenarios, but which has its own idiosyncrasy and becomes an attraction by itself, with interactive activities in which it is possible to get exclusive gifts, a way to involve attendees and imply them even more in the universe of the festival.

Innovations such as Heineken® Booth show that Heineken®’s link with music is part of its DNA. It is not conjunctural: it is a strong and constant alliance with the festival culture. “Live music is a singular means of connecting with folks and celebrating good occasions collectively. Our dedication to Spanish musical tradition continues to be extra alive than ever,” Moreno synthesizes.

Live music is a unique way of connecting with people and celebrating good times together. Our commitment to Spanish musical culture remains more alive than ever

Marta Moreno, head of Heineken® brand in Spain

In an more and more aggressive circuit, the place manufacturers battle to attain the affinity of the general public, Heineken® bets on a mix of innovation, participation and creativity to win their trustworthy. For this motive, a foam of tropical fruit taste – distressable, instagrameable and unique – doesn’t stay in mere curiosity. On the opposite: it’s quite an indication which you can nonetheless (and should) innovate. An ingenious pattern of the place the festive expertise can go within the coming years.