Candidat - Best Marketing Operation
ME by Meliá
Campaign - The Culture Collective x Sonar D
Cette candidature n'est disponible qu'en anglais / This application is only available in English.
The collaboration explored the future of creativity across music, technology and digital culture, bringing the latest in innovation to ME by Meliá hotels.
ME by Meliá is a personality-led lifestyle brand that seeks to fuse innovative style with local tastes, to captivate clientele with a love for contemporary art, design, fashion, music and technology. Inspired by European lifestyle, each hotel has a unique connection with its location.
The partnership between ME by Meliá and Sónar+D is part of ME by Meliá’s cultural initiative, ‘The Culture Collective’, which sees the brand collaborate with cutting-edge creative minds from across the globe to bring ground- breaking contemporary culture and the latest in innovation, technology and creativity into ME hotels.
Luxury lifestyle hotel brand, ME by Meliá has partnered with Sónar+D to create an open dialogue between artists, creators and entrepreneurs who are pushing the boundaries of innovation.
Created in 1994, Sónar is a key event in the international electronic music calendar that takes place in Barcelona in Spain. It experiments with the newest trends in dance and electronic music. Building on its success, Sonar+D was created as an international congress that explores the future of creativity across music, technology and digital culture.
Sonar+D collaborates with researchers, innovators and business leaders across art, creative technology, film, design, music and the sciences. Now in its sixth year, the international innovation event reveals how creative minds are changing our present and imagining new futures. It features a programme of conferences and workshops designed to inspire debate and collaboration.
As part of ME by Meliá’s cultural and innovation initiative, ME has joined forces with Sonar+D to bring the latest in innovation, technology and creativity to ME hotels worldwide.
To launch the partnership we hosted a series of creativity and innovation events, Voices of Sónar+D for ME by Meliá, which took place at ME Madrid and ME London. Voices of Sónar+D for ME by Meliá saw visionary personalities come together in interactive discussion to explore creativity and the growing collaboration between art, technology and science shape our world and enable us to imagine new future realities.
The first event took place at ME Madrid where music, creative technologies, digital arts and new media personalities came together in interactive discussion. Guest speakers at the Voices of Sónar+D for ME by Meliá at ME London event included Memo Akten, a multifaceted artist whose work explores the collision between nature, science, technology and data, Sónar+D curator Jose Luis de Vicente and Marie McPartlin, Director of Somerset House Studios. Artists, industry experts and media were in attendance to drive awareness of the hotel amongst people in the creative industry.
Sónar+D took place in June in Barcelona, where ME by Meliá participated mixing hospitality, experiences and innovation in a groundbreaking space.
ME by Meliá had a preference stand in Sónar+D MarketLab space where hospitality, culture and innovation merged in a unique and creative space. Located in the innovation and technology incubator of Sónar+D, MarketLab, ME by Meliá stand was the social hub of the congress and the cutting-edge example of how hospitality and innovation meets creating an experience and a brand storytelling that transcends accommodation.
ME by Meliá bet for innovation and became the first hotel brand in creating a key partnership with Sónar+D, the most renowned international platform focused on innovation, creativity and technology amongst key players in the creative industry.
