39°N / We open what matters
How do you turn a brand booth into an unforgettable experience for over 300,000 people? That was the challenge Power Electronics gave us as the official sponsor of the Mutua Madrid Open 2025. The goal was clear: create an experiential space that embodied the brand’s values, connected with a captive audience, and stood out in one of Spain’s biggest sporting events.
We knew a beautiful booth wouldn’t be enough. The real challenge was to engage a diverse and demanding audience with a concept that felt relevant, distinctive — and of course, Instagram-worthy.
We dove deep into audience insights, the event dynamics, and Power Electronics’ role as a global leader in clean energy solutions. And that’s when we found the big idea: if they recharge the planet, why not help people recharge, too?
That’s how the creative strategy for the booth was born — as a “human recharging station.” A wellness oasis in the middle of the tennis frenzy.
We designed an immersive space rooted in sustainable, on-brand ecodesign, aligned with Power Electronics’ core values: innovation, efficiency, and environmental commitment.
For the look & feel, we took inspiration from the visual and material codes of tennis — nets, balls, court lines — and reinterpreted them in a decontextualized, contemporary way. These cues shaped the textures, structures, and patterns throughout the stand, giving it a strong, playful identity without falling into cliché.
To reinforce the brand’s commitment to sustainability, we proposed building the entire stand from recycled cardboard — a bold, eco-conscious material that was both functional and visually striking.
The result was a space that was Instagrammable, relevant, and deeply experiential: a place where visitors could pause, explore, interact, and — most importantly — recharge.
Power Electronics’ booth became one of the most visited and shared experiences at the Mutua Madrid Open 2025 — proving that when a brand invests in relevance and user experience, impact follows.
A concept that brought strategy, design, and storytelling together to make a real impression.
And yes: we recharged thousands of people — no sweat.
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