El Corte Inglés launches 'New Motel' experience at Mad Cool Festival

What: El Corte Inglés unveils 'New Motel' at the Mad Cool festival, featuring interactive brand experiences from Converse, Nike, L'Oréal, and Green Coast.

Why it is important: This initiative is part of El Corte Inglés' strategy to rebrand and attract Gen Z customers, aiming to transform its image and engagement with younger demographics. For more information, please check the takeaways from the IADS Operations meeting dedicated to Marketing Directors.

El Corte Inglés has set up a 'New Motel' at the Mad Cool festival from July 10-13, featuring four themed rooms sponsored by Converse, Nike, L'Oréal, and Green Coast. This initiative, aimed at attracting Gen Z, includes unique experiences such as a Converse-themed reception, a Nike pre-party space, a L'Oréal beauty room, and a Green Coast Glam Cam. Visitors can enjoy photo booths, Instax instant cameras, and various gifts from the brands. This activation is part of El Corte Inglés' broader 'New' campaign, which focuses on rebranding efforts and engaging younger audiences through modern communication strategies and events.