What type of launch do you need?
A "launch" can be a one-hour press conference or an experience open to the public over a weekend. The audience decides almost everything else.
| Format | Audience | What matters | Typical length |
|---|---|---|---|
| Press presentation | Journalists and content creators | Clear message, interviews, visual material | 1 to 3 hours |
| Client launch | Current and prospective clients | Hands-on trial, conversation, hospitality | An afternoon or an evening |
| Sales network presentation | Sales team and dealers | Sales messaging, training, motivation | Half a day to two days |
| Store opening | Local community, customers, press | Atmosphere, orderly queues, social media content | An afternoon or a day |
| Brand experience | General public or invited guests | Sensory journey, photo moment, takeaway | One or several days |
Many launches combine two audiences on the same day: press in the morning and clients in the evening, in the same venue with the same set-up. It saves on production and multiplies coverage.
How do we prepare a launch?
This is the indicative timeline for a mid-sized launch in a unique venue:
- 12 to 10 weeks before. Brief, objectives and audiences. Proposal within 24 business hours with two or three venues and a concept.
- 10 to 8 weeks before. Venue booking, final concept, floor plan and first suppliers. If there is an outdoor activation, permit applications.
- 8 to 4 weeks before. Invitations, set design, video content, catering, music and press plan.
- 4 to 1 week before. Confirmations, badges, training for demo staff and a minute-by-minute running order.
- The day before. Build, technical tests and a full rehearsal with spokespeople, including the moment of the reveal.
- Launch day. Our team on site from the build, a stage manager running the show and one person dedicated to press and key guests.
- Afterwards. Photos and video for communications, attendee list and a debrief with your team.
What makes a launch work
The moment of the reveal. It is what gets filmed and shared. We design it as a scene: what people see beforehand, what changes in light and sound, who speaks and for how long. And we rehearse it until it comes out the same twice in a row.
The hands-on trial. If guests can touch it, try it or see it working, they remember far more. That needs well-lit stations, reliable connectivity and people who can explain it without reading from a script.
The venue as message. A tech product in a Gothic hall creates contrast. A design product in a modernista building reinforces the idea of craftsmanship. Choosing the venue is part of the concept, not just logistics.
The conversation afterwards. Catering, music and furniture should invite people to stay and talk. That is where the sales team books meetings.
If there is press, think like a journalist
When the launch includes media or content creators, production changes. This is what we usually prepare:
- A separate press area, with tables, power points, dedicated wifi and quick access to spokespeople.
- A short, punctual schedule. Journalists often have several events on the same day. The presentation should start at the announced time and be brief.
- Scheduled interviews with spokespeople in a quiet space, with good light for video.
- Material ready to publish: high-resolution product photos, press release and video, accessible from a mobile during the event itself.
- A well-lit brand backdrop for photos and vertical video, designed for social media.
- Embargo control, if the news cannot be published until a set time.
With content creators, an experience that can be told in a few seconds works best: a visual reveal, a walk-through, a product trial that makes a good image. The same set-up then serves clients, with more time for conversation and food.
Launches during Barcelona's trade shows
Trade shows bring clients, dealers and trade press from around the world to the city. For many brands it is the ideal moment to present new products away from the stand, with more time and in a different setting.
During ISE 2025, for example, we produced Logitech's client and partner event at Llotja de Mar: brand lighting in the Gothic hall, a stage, show cooking and cocktails. And for Microsoft and Logitech, ISE Show combined technology, entertainment and networking in one of the city's unique venues.
If you are considering this option, see the 2027 trade show calendar and our page on trade show events.
Venues for a product launch
- Historic and prestigious: Llotja de Mar, MNAC or the Recinte Modernista de Sant Pau.
- Iconic and for smaller groups: Casa Batlló, with the conditions of use that come with a heritage building.
- Flexible and for large formats: Poble Espanyol, with streets and squares that allow guest journeys.
- By the sea: hotels such as W Barcelona, with spaces with views for more informal presentations.
You will find more options in unique venues and in our guide to unique venues by capacity.
What we usually advise
- Write the headline before the script. If you cannot sum up the launch in one sentence, the press will not be able to either.
- Rehearse the reveal with the real AV. Save the surprises for the guests.
- Check the venue's rules. Many historic buildings restrict smoke, fire, loads and build times.
- Think about the guest's phone. Light for photos, a spot with a good backdrop and wifi that works.
- Prepare for the day after. Photos and video ready within 24 hours are worth more than a big set-up with no content.
Do you have a product to launch in Barcelona? Tell us what you are launching and to whom and we will send you a first proposal within 24 business hours.
