Rhythms of Ibiza
At Venue Brand Experience Madrid, I developed “Rhythms of Ibiza,” an immersive activation concept for LOEWE Paula’s Ibiza that translated the island’s spirit and its three fragrances into interactive sensory spaces, combining scenography, light, scent, and multisensory moments to create a cohesive brand experience.
The objective was to increase brand visibility during the summer through an activation aligned with PAULA’S IBIZA, executed in high-impact tourist destinations such as the Balearic Islands, Costa Blanca, and Costa del Sol during July and August. The format remains flexible, allowing for retail, immersive experiences, or a combination of both depending on the presence of sales points. Above all, the experience must clearly convey the brand’s values and overall concept while reinforcing the premium and exclusive perception of LOEWE Perfumes.
The Rhythm of Nature is a sensory experience that conveys the essence of the island through its ever-evolving vibration. Each moment, scent, and stimulus reveals a unique facet of Ibiza, blending taste, sound, and fragrance into an unforgettable journey.
The experience is designed as an immersive voyage that intertwines past, present, and future through the senses. Visitors discover a distinctive universe where LOEWE’s heritage, the bohemian spirit of 1970s Ibiza (inspired by Paula’s Ibiza), and the brand’s forward-looking vision in perfumery come together.
We will record the four phases of the island at its four cardinal points at different times of the day to reflect the emotions and values of each fragrance. These audio pieces will be available on an interactive totem, where visitors can immerse themselves in the atmosphere of Ibiza through headphones.
We will present bold, fresh, and exotic juice shots aligned with the bohemian culture of the 1970s. The combinations will include tropical blends such as mango and passion fruit, echoing the notes of each fragrance and transporting visitors to the vibrant, festive spirit of Ibiza.
The fragrances will come to life through the spatial arrangement of their tasting notes within the space. Additionally, visitors will be able to take the essence of Ibiza with them through a specially designed bracelet infused with their chosen fragrance.
OPENING EVENT – LOEWE x SILENCIO IBIZA
Inspiration: Paula’s Ibiza & the Spirit of the 70s
General Concept
An immersive evening where the bohemian spirit of the 1970s, inspired by Paula’s Ibiza, comes to life in a vibrant atmosphere that fuses fashion, music, and sensorial experiences.
Event Highlights
• Ambience: Hippie-chic aesthetic with elements inspired by Paula’s Ibiza
• Sensory Experience: Olfactory interventions featuring notes from LOEWE fragrances
• Music: Vinyl DJ set with 70s disco-funk rhythms
• Dress Code: Boho-glam with vintage touches
• Cocktails & Gastronomy: Mediterranean flavors with a retro twist
• Exclusive Gift: Scented bracelets infused with the fragrance
