Primavera Sound Barcelona 2025

With over 20 years of experience, Primavera Sound has become one of the preeminent festivals in our country. And in the entire world. And if there's one thing that makes Primavera Sound, as it's known online, different, it's that with each passing year, with each edition, it only grows and grows, becoming a global benchmark festival.

Charli XCX

Chappel Roan

Sabrina Carpenter

A Record-Breaking Edition

But if we have to highlight one distinguishing aspect of Primavera, it's its ability to reinvent itself, improve, and embrace emerging talent who see the festival as a showcase for continued development. This year's exhibition reached 293,000 attendees, a record number that has made this 2025 edition the largest in its history.

And at CUORE, we've been able to experience the festival firsthand from the inside, because we already know that being told about it isn't the same as actually experiencing it. This has become abundantly clear to us because thousands of people from hundreds of countries have marked the festival's dates on their calendars, and it has become a must-attend event for music lovers.

Female Power

Although Primavera Sound grows in magnitude and relevance every year, we can safely say that this has been the most powerful, most diverse, and most empowering edition. And we don't say this for any specific reason, because the festival takes different aspects into account.

First, and perhaps most importantly for the public, is the lineup. Since 2019, Primavera Sound was the first festival to feature a gender-neutral lineup, and this year they wanted to go a step further by featuring three internationally renowned female artists as headliners: Charli xcx, Sabrina Carpenter, and Chappell Roan.

But with 14 stages and more than 300 artists performing, the diversity of genres, cultures, and styles was the order of the day. From British rappers like Central Cee to Irish country singers like CMAT, without forgetting, of course, Spanish stars like Amaia, the band Carolina Durante, Tetas Frías, or Raya Diplomática, led by Javier Calvo.

A job for everyone

But for the artists to shine on stage, it's essential that there are also women off-stage who are capable of handling everything that goes into putting on a festival that isn't simply a succession of concerts, but one that feels like they're all part of one. For example, Kirdis Postelle, Amazon Music's Global Head of Content and Artist Marketing, told us that she has always taken on roles of responsibility and that it is part of her DNA, but she wanted to remind us that there is still a lot of work to be done because "it is still not established everywhere that there are women in important roles."

Cruise 2025 Show Louis Vuitton presented Nicolas Ghesquière's Cruise 2025 collection, unveiled at Park Güell in Barcelona on May 23, 2024.

Appearance

From sharp tailoring to extravagant silhouettes enlivened with graphic chiaroscuro, Nicolas Ghesquière imbues his signature style with a passionate Spanish flair, cultivating a multifaceted allure through an emotional journey of discovery.

Overview

With architectural volumes and fluid drapes, the collection intrigues through its elegant exploration of contrast. Punctuated with Spanish accents, the ready-to-wear creations, bags, and accessories are embellished with embroidery, fringes, and ruffles, recording new signatures inspired by travel.

How to Create Creative Experiences for Luxury Brands: Exclusivity in Events

When we talk about luxury brands, exclusivity is the pillar that supports the entire experience. These brands not only seek to stand out, but also to do so in a way that reflects a unique and unrepeatable character. Creating an event for a luxury brand is a task that goes beyond the conventional; it involves designing experiences that encapsulate the essence of the brand, ensuring that every detail conveys exclusivity.

Dior Passeig de Gracia (Barcelona)

At Interprofit we understand that exclusivity in events is reflected in every aspect: from the venue, the services, the creativity, to the way guests interact with the brand. Throughout this post, we will explore how we design creative and exclusive experiences for luxury brands that not only leave a mark, but also reinforce the perception of the brand as something extraordinary.

Understanding the concept of exclusivity in luxury brands

What does exclusivity really mean?

Exclusivity in the context of luxury is not just about expensive products or limited access. It's about unique experiences. At a luxury event, every element must be carefully selected to convey the feeling that attendees are participating in something unique.

A good example of this is the Prêt-à-Perfume event, where we designed a bespoke sensorial experience for a high-end perfume brand. Each attendee had the opportunity to create their own perfume in an exclusive setting, combining luxury and personalization, something they would hardly be able to experience anywhere else.

The Audience as the Central Axis of Exclusivity

At a luxury event, it's not just about creating something exclusive, but also about ensuring the right audience is present. Exclusivity is not only perceived by what we offer, but also by who we share it with. From the invitations to the personalized gifts, every element must make guests feel like they are part of a select circle.

When we designed the Sublime Gala Dinner event, we focused every effort on creating an intimate and exclusive atmosphere. From the butler service to the menus created by renowned chefs, the goal was for each attendee to feel as if the event had been created just for them.

The Importance of Creativity in Luxury Events

Creativity as a Key Differentiator

In the world of luxury, creativity is the main ingredient that elevates an event from ordinary to extraordinary. To create a truly luxury experience, we must think beyond the conventional and create something that leaves a lasting impression. It's not enough to offer quality; we must surprise, delight, and exceed expectations.

A clear example of this approach can be found at the Fashion Forward event, where we transformed a fashion show into an immersive experience. It wasn't just about showcasing clothes, but about creating an immersive environment where technology and art interacted with fashion, elevating the event's concept to another level.

Personalization and Attention to Detail

Personalization is essential to making an event feel exclusive. Details matter, and at luxury events, every little touch counts. From creating bespoke experiences to the selection of each event component, everything must reflect dedication and care for the attendee's individual experience.

A great example of personalization was the Art Basel Experience, where we invited a select audience to a private experience during the art fair. Each guest received a personalized tour based on their artistic interests, along with VIP access to the most exclusive galleries, reinforcing the sense of exclusivity and personalization.

Venue Selection: The Ideal Setting for a Luxury Event

Iconic and Exceptional Venues

Location is one of the fundamental pillars of exclusivity. Venues must be as unique as the event itself, reflecting the sophistication and prestige of the brand. It's not enough to choose a beautiful venue; it must be a place that tells a story and adds value to the overall experience.

One of our most notable events was the Luxury Hideaway, which took place in a private castle. This exclusive setting not only added a layer of luxury to the event, but also became a reflection of the brand, bringing a sense of history, tradition, and prestige.