IFEMA Madrid Content Studio creates the first hyperconnected space for virtual and hybrid event production

Partner update
Published on 29 June 2021

At a time when the world is changing profoundly, and demand for reactivating enterprises is high, IFEMA MADRID, in collaboration with Mediabrands Content Studio (MBCS) has taken its digital commitment a step further by creating Spain’s first Connected Space in Spain in the fair and congress sector, as a key piece of its digital transformation project.

This space is being developed as part of IFEMA MADRID’s new brand positioning strategy, which sets out to lead the digital sector by creating new business channels.This new technological development will expand upon these efforts, representing a qualitative leap in terms of promotional, sales and communication opportunities for companies and sectors.

The space will be used to provide opportunities for new virtual and hybrid events in the city of Madrid, with innovative business models that combine in-person and virtual interactions to help associations deliver key educational congresses, to support companies to drum up business, expand into new markets and boost turnover.

According to the CEO of IFEMA, Eduardo López-Puertas, “this innovative proposal will enable us to make progress toward our institution's natural objective, which is to help organisations to improve their results by providing new opportunities. We have always been committed to this, and by creating this hyper-connected and interactive digital set, we are massively upgrading our digital collaboration and service capabilities at a crucial time for the transformation of the business world."

Technology partner

IFEMA MADRID worked with a prestigious partner on the project. Mediabrands Content Studio has more than ten years of experience helping Ibex 35 companies in their transformation processes. PRG, which produces major shows like Superbowl or Eurovision has also been involved.

“We couldn’t be more delighted to take on the wonderful challenge of transforming the events sector with IFEMA and with PRG's technological expertise. La Pasarela will be a place for brands and companies to personalise their virtual or hybrid events, to be original, to reach their audiences the way they need to”, says Hugo Albornoz, Managing Director of MBCS. “Zoom meetings are no longer considered virtual events. Things have moved on. And that’s the key to this space. You have to cross the line. Develop. At La Pasarela, brands will be able to create a quality product from a creative and technological point of view to offer the audience in the hall and their people at home”, said Hugo Albornoz.

La Pasarela, a unique space

The new project is called “La Pasarela, Espacio Conectado”, referring to MBFWMadrid fashion week due to its location in Hall 14.1, where the country’s leading designers’ collections are shown every six months. It is an integral part of the technical content that IFEMA MADRID makes available to organisers and companies to produce virtual and hybrid events and presentations, helping to consolidate their own digitisation processes.

A connected stage for every type of event

A unique facility in Spain, where the in-person merges with the virtual thanks to the most cutting-edge technologies in the market. A place where Madrid opens up to the world and where the world connects to Madrid in an infinite virtual environment where imagination has no limits when producing an event.

It is a unique digital set with capacity for 600 people and a choice of four highly technological models. The Panoramic Stage designed for filming training sessions, conferences, workshops, work meetings and internal communication is complemented by two advanced options such as the Integrated Stage, ideal for producing launch events, conferences, television programmes, awards ceremonies and general meetings. Even more sophisticated, the Immersive Stage is designed for the production of congresses, fairs, galas, concerts, general meetings and for product presentations. Based on these options, a fourth XR Scenario is available, tailored to the client's needs.

This is a pioneering initiative in Spain due to its interactive possibilities, since it is the only one in the world capable of establishing direct connections with other connected spaces in the world, including those installed by PRG in leading convention centres, which offers great value when designing international events and congresses by greatly increasing their repercussion and scope.

Open days

To present the different technological solutions offered by this Connected Space to companies and institutions throughout Spain, and to publicise these opportunities to accelerate the transformation towards the new hybrid virtual/in-person business model that the economy demands, IFEMA MADRID and MBCS, with the technological support of PRG, are holding a series of Open Days to demonstrate these new solutions and their advanced technology.



IFEMA offers its well-known North Convention Centre, the Exhibition Halls and since January 2019, IFEMA Palacio Municipal. The metro station Feria de Madrid is right close from both venues. Distances to the city centre are short. The venues are easily accessible via roadways and by taxi Madrid International Adolfo Suarez Barajas Airport is just 5 minutes away and to Chamartin and Atocha train stations rides are 10-20 minutes. IFEMA Palacio Municipal offers an Auditorium for 1800 pax, a multipurpose space for exhibition and catering and additional 30 rooms from 25 to 350 pax. IFEMA Fairgrounds: myriad spaces with infinite possibilities: 12 Halls, 85 Rooms, 2 Auditoriums and 2 Catwalks.

Madrid, Spain