Joaquín Güell and Jaime Castellanos, leading a group of investors, acquire SOMOS Experiences from GPF
We are entering a new chapter following the acquisition of our agency, a leading company in Spain in the creation and production of brand experiences, by a group of investors led by Jaime Castellanos and Joaquín Güell. They take over from GPF Partners with the aim of giving new momentum to the project and strengthening our position in the market.
Founded over 35 years ago, SOMOS specialises in corporate and experiential projects. We also conceptualise and develop proposals in the fields of luxury and emerging trends. With offices in Madrid, Barcelona, Bilbao and Málaga, a team of more than 300 multidisciplinary professionals, and over 800 projects delivered each year, we have become a strategic partner for some of the most relevant brands both nationally and internationally.
Since joining us in 2018, GPF has supported our management team through a period of sustained growth, helping to professionalise our structure and consolidate our position as an industry benchmark in Spain. During this period, we have tripled our business volume, reaching a turnover of €70 million. We have also expanded and strengthened our value proposition to include areas such as strategic consulting, creative direction, branded content, communications and digital assets, while reinforcing our commitment to positive impact.
In line with this, we have obtained key certifications including ISO 9001, 14001, 27001 and 20121 (the latter specifically for sustainable events), as well as B Corp certification, which recognises companies that meet the highest standards of social, environmental and governance performance. These achievements reflect our desire to position ourselves as a company aligned with the challenges of both the present and the future.
Joaquín Güell assumes the role of Executive Chairman of SOMOS, alongside Jaime Castellanos, supported by a group of investors with a strong track record in business. Our current management team, led by César González, will remain at the helm, preserving our vision, culture and commitment to excellence. In the words of Joaquín Güell, Chairman of the company: “We are entering this leading project with great enthusiasm, at a key moment for the industry. We are taking advantage of a context of increasing professionalisation, with growing demands from clients and a changing environment that, in this exciting and historic moment, presents new challenges and opportunities for growth.”
Jaime Castellanos adds: “This is a unique opportunity to grow an already established company and strengthen its leadership with fresh resources and ambition. Our goal is clear: to give new momentum to what is already the best platform in the sector, the best company and, above all, the best team — the foundation of everything that lies ahead.”
JB Capital, the law firm Javier Albacar, and PwC advised the buyer on the transaction, while Uría Menéndez acted as legal advisor to the seller.
At SOMOS Experiences, we are now embarking on this new phase with a clear vision: to continue growing and creating unique, memorable, responsible and innovative experiences for the most demanding brands in the market.