The challenge
Trend Micro, a cybersecurity company, wanted to bring its audience together in Barcelona for a content-led day under its campaign theme “Risk to Resilience”. The format was a workshop: talks, discussion and time for questions, with the content at the centre.
The company was looking for a venue that set the day apart from the usual business hotels, without giving up a well-equipped room. Torre Bellesguard, designed by Antoni Gaudí on the ruins of a medieval castle, struck that balance: historic character and rooms that can host a working session.
What we did
- Session room. We set the room theatre style, with a stage, screens on either side and Trend Micro's campaign artwork as the backdrop.
- AV production. Sound, microphones for speakers and moderator, projection and technical control to keep the agenda on schedule.
- Panel discussion. We prepared an on-stage panel format with stools and a moderator, opening the floor to debate between experts.
- Breaks and networking. We held breaks in the grounds' outdoor spaces, overlooking Barcelona, to encourage conversation between attendees.
- Coordination with the venue. We adapted set-up and timings to the rules of a heritage building, with planned access and load-in.
The result
Trend Micro held a workshop with technical content in a venue with its own value, which reinforced the character of the day. Attendees alternated sessions in the room with outdoor breaks at one of Barcelona's lesser-known modernista buildings. The venue became part of the message: a place with history in which to talk about resilience.
Workshops and client days are among the most common formats in our work. We explain how we organise them in meetings and seminars, and if your day coincides with an industry trade show, see trade show events.
Looking for a venue with personality for a technical event in Barcelona? Get in touch.
