STRATEGY + MARKETING + CREATIVE + EXPERIENCE

Culture
By Lottie Mitchell
17th Sep 2024

Over five years living and working in Spain gave me more than just a love for sunshine, sangria, and siestas – it fundamentally reshaped my understanding of human connection. Immersed in Madrid’s unique rhythm, I witnessed how simplicity and authenticity can outshine even the grandest displays. Equipped with a fresh perspective on the experiential space, and now living in London’s world of constant noise and spectacle, I find myself asking: is less actually more?

Madrid is a city built on relationships. Whether in an intimate tapas bar or a bustling market, the essence of Spain’s renowned food culture lies in sharing – the sharing of food, of conversation, and of experience. This is perhaps best exemplified by ‘sobremesa’, a tradition so cherished it has its own name (and no direct translation in English). Sobremesa is the custom of lingering at the table after eating (generally for hours on end!), enjoying the company of loved ones, and savouring the moment beyond the meal itself. The practice underscores the value of simplicity in human interaction, the beauty in the gathering.  

Some of the most memorable moments unfold in a cramped corner of a humble no frills taberna (see: Spanish pub) that’s been family-run since 1802. My Spanish friends tend to gravitate towards unpretentious local spots over any extravagant establishment, as the warmth of both atmosphere and company makes any flashy detail irrelevant. It seems there’s a focus on creating something real and meaningful, rather than something merely designed to impress.

Beer brand Estrella Damm’s recent campaign ‘Mediterráneamente’ (Mediterraneanly) features short films that celebrate Mediterranean life, highlighting leisurely meals, family gatherings, and picturesque settings, while scarcely showing the beer. It’s not about pushing the product, but about becoming part of the lifestyle. 

In the world of experiences, it’s easy to assume that complexity equates to impact, but often the opposite is true. The real lesson lies in harnessing authentic emotion and transporting people to a lasting feeling.

Spain is also a nation where stories come to life through a rich tapestry of centuries-old festivals (fiestas) and traditional celebrations. With a variety ranging from lethal bull runs and a 20,000-person tomato food fight, to giant papier-mâché figures and even men dressed as devils leaping over babies (yes, you read that right), one wonders how these strange and spectacular events have stood the test of time.

Perhaps because they’re more than just events; they’re immersive experiences that embody history, cultural identity, and the spirit of community. The stories are woven into the fabric of Spanish life, and the celebrations have endured through generations because they resonate on a deeper, emotional level, and foster a sense of belonging to something bigger. A great experience is in how it makes people feel, and the power of feeling welcome should not be underestimated.

The fiestas are largely rooted in historical tradition, yet their timelessness today can teach us how at the heart of every successful event is also the ability to transcend the present. As Gabriel Garcia Marquez once said “Life is not what one lived, but what one remembers and how one remembers it to tell it.” The beauty of experience is sparked by the shared moment, but is crystallised in the memories that are passed on.

Although running for your life from a bull and attending a London dinner party might seem worlds apart, at their core they share a common thread: the magic of human connection. In an age of shrinking attention spans and immediate engagement as a key metric, beneath the surface of our digitally dominated lives lies a deeper need for exactly that. 

Although the UK may be a different landscape, the philosophy I came to know and love in Madrid is universal. The Spanish approach serves as a reminder of the value in slowing down, embracing simplicity and prioritising substance over show. The culture demonstrates how an experience can be used as a backdrop that allows life, energy, and conversation to flourish. The essence of a memorable experience isn’t found in grandiosity and glitter, but in the bonds that are forged and in the story that lives on.

Spain’s deep rooted storytelling inspires us to ask the “why” and not just the “what” when designing an experience. In the UK’s fast-paced, competitive market, this can help to set us apart from the often fleeting, trend-chasing, superficial nature of many contemporary events today.

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