Ifema Madrid and MBCS create La Pasarela, first hyperconnected space for hybrid events

The Gateway offers a unique space for the production of events, virtual and hybrid, created by Ifema Madrid and Mediabrands Content Studio, with technology Production Resource Group.

Pioneer in Spain in the trade fair sector, The Catwalk represents a qualitative leap in the strategy of Ifema Madrid, in collaboration with Mediabrands Content Studio (MBCS), for being a benchmark in digital transformation and providing value to companies through the creation of virtual and hybrid events with cutting-edge digital and audiovisual technology.

That's why, La Pasarela is the first connected space in Spain in the sector of fairs and congresses, becoming one of the spearheads of the entity's digital transformation project and its brand positioning.

This innovative space arises to offer new solutions for virtual and face-to-face events to the city of Madrid, as well as to provide new business models that combine this hybrid format that help companies generate greater activity, expand into new markets and expand its billing capacity.

Eduardo Lopez-Gates, CEO of Ifema Madrid, that's how he explains it.: "With this innovative proposal we expand the natural objective of the institution, which is to help companies in the dynamization of their activity by providing new business opportunities. That has always been our commitment., and now with the creation of this great digital set, a hyperconnected and interactive space, we take a big leap by opening our collaboration and service capabilities to the digital realm, at a key moment of transformation of the business world".

Technology Partner

For the creation of this new connected space, Ifema Madrid has had its partner MBCS, with more than ten years of experience helping Ibex companies 35 in your transformation processes, as well as with the knowledge of Production Resource Group (Prg), responsible for event infrastructures as powerful as the Superbowl or eurovision.

"We couldn't be happier to face, next to Ifema Madrid and with the expertise PRG technology, this wonderful challenge of transforming the world of events: but to really transform it," says Hugo Albornoz, managing director of MBCS-. The Gateway will be a place where brands and companies will be able to customize their virtual or hybrid events, be original and reach your audiences the way they really need”.

For this manager, “a Zoom conversation can no longer be considered a virtual event. That's already happened.. And that's the key to this space.. You have to cross the line. Evolve. On the catwalk, brands will be able to create a quality product, from the creative and technological point of view, to offer the public that is in the room and the one that is in your home”.

Singular space

The Catwalk, Connected Space is the name of this new project, which alludes to the fashion catwalk MBFWMadrid by its location, in the Pavilion 14.1, where the collections of the main designers of the country parade every six months.

This space is now integrated into the technological contents of Ifema Madrid available to organizers and companies to carry out the production of virtual and hybrid events and presentations, and help consolidate your own digitization process.

It is a digital set, a unique space that has a maximum capacity for six hundred people and offers four different models of solutions with state-of-the-art technology.

the Panoramic Stage, designed to record training sessions, conferences, workshops, working meetings and internal communication actions, gives way to two other more advanced options.

the Integrated Scenario, ideal for the production of product launch events, Congresses, TV shows, awards galas or general meetings, and the Immersive Stage, designed for the production of congresses, Fairs, finery, Concerts, general meetings and product presentation.

From these models you can also opt for a room Scenario Xr, that is built to suit the needs of the client.

This connected space is also a pioneer in Spain for its interactive capabilities, since it is the only one capable of establishing direct connection with other connected spaces in the world, as with the twenty-one studios that PRG has distributed in the main convention centers, which brings great value to the design of international events and congresses, expanding its possibilities of impact and scope.

This space has a large Led screen, of 100 m2, manufacturer's ROE Visual, with processors of Brompton Technology, all powered by media servers disguise.

Open days

For the presentation of the different technological solutions offered by this connected space to companies and institutions throughout Spain, and to show the opportunities offered by this proposal as an aid in the process of transformation towards a new business model, Ifema Madrid, MBCS and PRG will offer an agenda of Open days that will allow to show the stakeholders these new solutions and their advanced technology.

Other articles on Brompton Technology, Disguise, Ifema Madrid, Mediabrands Content Studio-MBCS, Production Resource Group - Prg, Roe Visual