A product launch has a single objective: getting the right people to see, understand and talk about your product on the day you choose. Everything else (the venue, the stage, the catering, the content) serves that moment. This guide sets out how we approach product launches in Barcelona from a production perspective: formats, venues, press, permits, technical production and timeline.
Which launch format do you need?
The format depends on who you want to convince first: press, business clients, distributors or end consumers.
| Format | Main audience | Typical duration | When it fits |
|---|---|---|---|
| Press conference with demo | Journalists and analysts | 1 to 2 hours, in the morning | Product with clear news value and a trained spokesperson |
| Experiential launch | Clients, press and influencers | Afternoon or evening, 3 to 4 hours | Brand that wants to generate content and recall |
| Presentation during a trade show | Clients, partners and trade press | Side event of 2 to 4 hours | Sector present at shows such as ISE or MWC |
| Launch convention for the sales network | Sales team, distributors | Half a day to 2 days | Product that relies on the channel to sell |
| Store or showroom opening | Community, local customers, press | Afternoon and evening | Retail and consumer brands |
| Hybrid or streamed launch | International audience | 45 to 90 minutes of broadcast | Global product with a simultaneous announcement |
We often combine two formats: a press conference in the morning and a client event in the afternoon at the same venue, making the most of the set-up.
Which venue should you choose for a launch?
The venue communicates before the product does. A museum says heritage and prestige; an industrial warehouse, innovation and scale; a hotel, comfort and control. These are venues we use for launches, with the figures each one publishes:
| Venue | Why it works | Useful figure |
|---|---|---|
| La Pedrera | Auditorium with in-house technical equipment on Passeig de Gràcia | Auditorium for 185 people, expandable to 250 |
| Casa Batlló | Iconic image for design and luxury brands | Capacity depends on space and format |
| Llotja de Mar | Gothic hall with a courtyard for the reception | Saló de Contractacions: 640 for a cocktail reception, 430 for a banquet |
| MNAC | Large format with views over the city | Sala Oval: 1,400 for a cocktail reception, 1,200 for a banquet |
| Poble Espanyol | Private site with squares and halls; allows outdoor events without using public space | Plaza Mayor: 2,800 for a cocktail reception |
| Castell de Montjuïc | Fortress with views over the port, for presentations with character | Capacity by area, to be confirmed with the castle |
| Fira Barcelona Montjuïc | Open-plan halls for builds from scratch | Floor space and height for large sets |
| W Barcelona and Hotel Arts Barcelona | Seafront hotels with accommodation for international press | Function rooms with installed AV |
| Torre Bellesguard | Gaudí building in the upper part of the city, for intimate launches | Small format |
If you are searching by guest numbers, you will find more options in unique venues by capacity and in our venue finder.
Questions we ask the venue for a launch
- Can the product be brought in beforehand and kept secure? Is there a lockable room?
- How many set-up hours are there and at what time? Heritage venues usually set up after closing to the public.
- What electrical power is available and where are the supply points for the stage and screens?
- Can structures (truss) be rigged, or do we have to work with ground supports?
- What connectivity is there? For streaming we always ask for a dedicated line and a second backup route.
- Are there restrictions on branding on the façade, on sound or on the use of haze and effects?
Press, influencers and content
The press invitation is run as a project in its own right within the launch.
List and invitation
- Segmented list: general press, trade press, news agencies, analysts, content creators. Each group receives a different message and schedule.
- Save the date 4 to 6 weeks before and a formal invitation 10 to 15 days before.
- A clear embargo if information is shared or the product is tested before the announcement date.
- Confirmations and reminders the day before, with access and timing details.
At the venue
- Press accreditation desk separate from the guest desk.
- Work area with wifi, power sockets and tables, and a person to handle requests.
- Interview room that is quiet and well lit for spokespeople.
- Digital press kit ready to download via a QR code: press release, high-resolution photos, videos and technical specifications.
- Spokespeople prepared in the languages of the invited press.
Content creators
- A prior written agreement on what is published, when and with which tags.
- Photo and video spots designed for vertical format, with good light.
- Their own access slot before the general public, so they can film without crowds.
For the opening of the Courir store in Barcelona we set up photo and filming spots designed for a young audience who share on social media from the event itself (see case).
Permits: when the launch goes out onto the street
If everything happens inside a venue licensed for events, the venue handles the permits. If you go out onto the street, you need municipal authorisation. The most common cases in Barcelona:
| What you want to do | Permit required | Who processes it | Indicative lead time |
|---|---|---|---|
| Use public space for an action, structure or brand activation | Authorisation for activity on public space | Municipal district where it takes place | In Sants-Montjuïc, at least 30 days before |
| Show with sound, stage or structures in an enclosed area on public space | Licence for extraordinary public shows and recreational activities | Ajuntament de Barcelona | With the notice set by the district |
| Film or photograph on the street with equipment and tripods | Filming and public space permit | Barcelona Film Commission (free processing) | Depending on the complexity of the shoot |
| Fly a drone | Authorised operator and airspace coordination | Operator, with ENAIRE and Aena depending on the zone | Weeks ahead, depending on the zone |
What you need to know:
- Each district applies its own criteria. Ciutat Vella, for example, has its own government measure on activities on public space, updated in July 2025. Before designing an activation in the historic centre, we check with the district which uses it allows.
- Fees for use of public space and any municipal services the event requires (police, cleaning, fire service) are paid separately.
- Drones. The national regulation is Royal Decree 517/2024, and the official geographical zones are on the ENAIRE map. If the flight is near an Aena airport or heliport, it must be coordinated with Aena, and that coordination does not replace the others.
- Practical alternative: if you want outdoor space without public space permits, use private sites with squares and courtyards, such as the Poble Espanyol or the courtyard of the Llotja de Mar.
Technical production: the reveal moment
The reveal is the most important second of the launch and the one that is rehearsed most.
- Reveal mechanism. A falling drape, a lifting platform, an LED screen that opens, lighting that uncovers the product. We choose the one the venue allows and that looks good on camera.
- Screen content synchronised with music and lighting, run from a control position with a backup.
- Product security. Custody from arrival, restricted access to the production area and non-disclosure agreements with suppliers when the product is not yet public.
- Demos. Spare units, chargers, a backup connection and a technician next to each demo point.
- Streaming and recording. Multi-camera direction, a clean feed for press and an archive for social media, as we did at Edenred's Edvolution hybrid convention (see case).
- Full dress rehearsal with spokespeople, presenter and technical crew, the day before or that same morning.
Languages and accessibility
- Language of the announcement. With international press, a presentation in English with subtitles or simultaneous interpretation into Spanish, and spokespeople available in both languages for interviews.
- Multilingual materials in the digital press kit from the first minute.
- Physical accessibility along the entire route, from arrival to the demo area.
- Live subtitles on the broadcast if the launch is streamed.
- On-screen content legible from the back of the room, with large fonts and sufficient contrast.
Launches during trade show weeks
Barcelona hosts international trade shows at which many brands present new products. In 2027, ISE takes place from 2 to 5 February and MWC from 1 to 4 March, both at Fira Barcelona Gran Via. Launching in those weeks gives you press and clients who are already in the city, but it means booking venues and hotels well in advance and designing an event that stands out among many.
We have produced several Logitech events during ISE, including at the Llotja de Mar (see case), and the Provital presentation at the MNAC during In-Cosmetics Global (see case). If your launch is linked to a trade show, see also trade show and congress events and our guide to events during MWC.
Which budget lines carry the most weight?
We do not publish prices because every launch is different, but we do know what drives the budget and how to control it.
| Budget line | What makes it more expensive | How to control it |
|---|---|---|
| Venue | High-demand date, long set-up hours, exclusivity | Alternative dates and a shared set-up for press and clients |
| Set design and reveal | Bespoke structures, complex mechanisms | One simple mechanism, well rehearsed and designed for camera |
| Screens and lighting | Large-format LED, façade lighting | Use the venue's architecture as the backdrop |
| AV content | Product videos, 3D animation, filming | Plan a single shoot that feeds the event, press and social media |
| Streaming | Multiple cameras, live direction, dedicated line | Broadcast only the announcement segment, not the whole event |
| International press | Journalists' travel and accommodation | Combine with a trade show they are already in the city for |
| Catering and service | Long cocktail reception, premium drinks service | Cocktail format matched to the real length of the event |
| Permits and municipal services | Use of public space, police, cleaning | Activations on private sites rather than on the street |
Common mistakes at a product launch
- Inviting press at the same time as clients. Journalists need information, interviews and material quickly; guests need an experience. Separate time slots work better.
- Rehearsing the reveal without the real product. The product's dimensions, weight and reflections change the lighting and the mechanism.
- Relying on the venue's wifi for streaming. Always a dedicated line and a backup.
- Leaving permits until the end. If public space, filming or a drone is involved, the paperwork sets the timeline.
- Not preparing material for afterwards. Coverage in the following days depends on press and creators having photos, videos and facts on the day.
- Choosing the venue for the photo rather than the logistics. Access, loading and unloading, electrical power and timings matter more than the image.
16-week timeline
| Week | What we do |
|---|---|
| W-16 | Brief: objective, audiences, key message, announcement date, budget |
| W-14 | Format proposal and creative concept, venue shortlist |
| W-12 | Venue contracted, initial floor plan, permit plan if there are outdoor elements |
| W-10 | Press and guest list, reveal mechanism design, technical suppliers |
| W-8 | Save the date, public space and filming permit applications, agreements with creators |
| W-6 | Presentation script, AV content in production, catering and menu |
| W-4 | Technical plan signed off, security plan, accommodation for international press |
| W-2 | Formal press invitation, press kit, rehearsals with spokespeople |
| W-1 | Confirmations, minute-by-minute running order, staff briefing |
| Day D | Set-up, dress rehearsal, accreditation, event, breakdown |
| D+1 to D+7 | Materials sent to press, coverage tracking, report |
Checklist
Strategy
- Measurable objective (coverage, leads, orders, content)
- Key message in one sentence and spokespeople assigned
- Date checked against trade shows, public holidays and the industry calendar
Venue and permits
- Venue with set-up times, power and connectivity confirmed
- Product custody and restricted access
- Public space, filming and drone permits applied for on time
Press and guests
- Segmented list and invitation schedule
- Embargo and creator agreements in writing
- Press area, interview room and digital kit
Production
- Reveal mechanism rehearsed
- AV content with a backup copy
- Spare demo units
- Streaming with a dedicated line and backup
Afterwards
- Materials sent to press within the first 24 hours
- Coverage and mentions tracked
- Report with results against the objective
How we do it at ECB
We shape the format, find the venue, handle the permits and produce the complete launch: set design, technical production, reveal, catering, press accreditation and content. We work with your communications agency or, if you do not have one, coordinate the press invitation with specialist suppliers. You can see other projects in our case studies.
If you have an announcement date, tell us about the product and within 24 business hours we will send you an initial proposal with format, available venues and timeline.
Sources
- Ajuntament de Barcelona, Sants-Montjuïc: activitats a la via pública
- Ajuntament de Barcelona: llicència per a espectacles públics de caràcter extraordinari en espais tancats a la via pública (model FE03)
- Ajuntament de Barcelona, Ciutat Vella: mesura de govern sobre activitats a la via pública (actualització juliol 2025)
- Barcelona Catalunya Film Commission: preguntas frecuentes
- Aena: coordinación de actividades UAS en zonas geográficas
- ENAIRE: dónde puedes volar tu dron
- La Pedrera: catálogo de eventos 2026
- Cambra de Comerç de Barcelona: catálogo de espacios de la Llotja de Mar 2026
- MNAC: Sala Oval
- Poble Espanyol: Plaza Mayor
- AVIXA: ISE 2027
- GSMA: MWC Barcelona 2027
