We elevate El Corte Inglés’ “NEW” campaign: the sky is Generation Z’s new destination
SOMOS Experiences, alongside Pan Creative Studio and Rutba, once again leads the design, development and production of El Corte Inglés’ “NEW” campaign, aimed at Generation Z. The 2025 edition launched with a double milestone: a large-scale opening event on 20 May and, just two days later, the inauguration of El Corte Inglés’ first-ever experiential pop-up. A proposal that elevates the experience to new physical, symbolic and emotional heights.
From the living room to the sky: the evolution of a brand in motion
In 2023, the journey began in an intimate and unexpected setting — a house installation at Callao City Lights. A year later, NEW 2024 moved outdoors with an urban festival in the Castellana car park. In 2025, those walls disappear to give way to the rooftop: a symbolic viewpoint where Madrid’s sky becomes not just the backdrop, but the horizon. Because if there’s one thing that defines this generation, it’s that it doesn’t believe in limits.
This year’s concept embodies that desire for freedom while preserving the rallying cry that has come to define NEW: “New codes, new rules, new era.”
An event that awakened the senses even before the doors opened
On 20 May, over 1,800 guests attended a one-of-a-kind event held in the outdoor space of El Corte Inglés Castellana, featuring headline performances by Tini and Quevedo. The evening marked the starting point of the NEW 2025 experience, unveiling a sensory journey through five themed areas, each with vibrant scenography hinting at the world of the upcoming pop-up.
From a lift designed as a photo set — symbolically representing the "ascent" to the rooftop, complete with ambient music, button panel and bell — to a bathtub filled with beauty samples and a dressing table, a mini supermarket stocked with snacks, an arcade-style gaming room and fashion areas showcasing Gen Z’s most desired brands, every corner offered immersive, shareable experiences.
A pop-up with the soul of a destination
Open to the public from 22 May to 22 June, the pop-up transforms more than 1,000 m² of outdoor space at Castellana into an immersive, shareable experience. Designed to accommodate up to 800 people, the venue becomes an aspirational destination blending fashion, beauty, gastronomy and culture in a sensory environment that resonates with Gen Z's imagination.
At its heart stands a mirrored cube made from recycled materials, acting as the gateway to the experience — one that unfolds vertically via lift-style containers leading to the “NEW floor”: a fictional rooftop inspired by the iconic saying “from Madrid to the sky”. A space designed to encourage visitors to live, look and feel as though they’re above it all — exactly where dreams are made real.
Bespoke production: creativity, sustainability and precision
The production, led by SOMOS Experiences and supported by a multidisciplinary technical team, followed a layered build strategy to ensure rhythm, fluidity and coherence. Five days before the opening event, construction began on the main structures and large-scale graphics, followed by the scenography and experiential zones.
After the 20 May event, the agency carried out an overnight transformation to adapt the space for its second life: an open plaza for the general public. A feat of precise coordination that strengthens SOMOS’s position as a leader in ephemeral architecture and brand activations.
A programme that beats to the rhythm of Gen Z
Over several weeks, the pop-up becomes a constantly evolving stage with a line-up of activities ranging from fashion and beauty to music, gastronomy and urban culture.
Make-up workshops in the Beauty Lab, meet & greets with emerging talent, live DJ sessions and interactive experiences turn each day into a capsule of discovery. The space also hosts book signings, concerts, customisation workshops and special events, establishing itself as a cultural hub for the new generation.
A programme designed not just to attract Gen Z, but to make them feel actively part of the NEW universe — not as spectators, but as protagonists.