In its European debut, SLS Barcelona entered the scene with more than just an opening—it made a statement. Partnering with Primavera Sound, one of the world’s most influential music festivals, the hotel positioned itself as a bold, playful, and culturally connected new player in Barcelona’s luxury lifestyle landscape.

Our role was to concept, plan, and execute a high-impact festival activation that introduced the SLS brand to a global audience, blending hospitality, music, and entertainment into a seamless launch moment.

We worked with SLS Barcelona’s pre-opening team to align brand positioning with the festival’s cultural energy, creating an activation that felt both natural to the brand and unmissable within the festival experience.

• Activation Concept & Creative Direction — Designed a VIP experience that reflected SLS’s theatrical, indulgent personality.

• VIP Area at Primavera Sound — Created a branded space for talent, partners, and select guests, blending SLS’s design language with festival atmosphere.

• Ticket Packages — Developed exclusive hotel + festival access packages to drive bookings and brand awareness.

• Press & Influencer Activation — Hosted key media and influencers to experience SLS Barcelona through the festival lens.

• Social Media Strategy — Produced live and post-event content amplifying the partnership across channels.

• Partnership Coordination — Managed integration with festival organisers and aligned creative, logistics, and guest experience.

• Marketing & PR Support — Ensured activation was leveraged as part of the wider SLS Barcelona launch narrative.

The Primavera Sound activation placed SLS Barcelona directly in front of its target audience before the hotel’s official opening. With high media visibility, premium guest experiences, and cultural credibility from day one, the activation helped establish SLS Barcelona as a destination for music lovers, tastemakers, and the city’s social scene.