Yesterday, Thursday 5th May 2023, the city of Madrid and its iconic Gran Vía street, hosted one of the most avant-garde events of the year, thanks to the Inditex clothing and accessories brand Pull&Bear and one of the singers of the moment, Sen Senra. Together they celebrated the premiere of the artist’s augmented reality show outside the recently opened flagship store (Gran Vía, 32).
For this occasion, P&B decided to bring together a series of talents and the innovation agency WildBytes to design a whole universe in augmented reality that, as we said, has taken over the center of Madrid, surprising all passers-by and even the police. It was to be expected that everyone who passed by would come to see what was happening, especially if the artist was in the middle of it. The fans of the artist approached him to immortalize the moment until suddenly there was silence to give way to what everyone was waiting for.
Phone in hand and after having downloaded the necessary apps to enjoy the performance, all the attendees were able to see the show in augmented reality, in which the flagship store was transformed into a space with 3D elements that filled the street and surrounded the passers-by in total synchrony with the music and the performance of the singer’s avatar. From three-dimensional lyrics with futuristic materials that followed the beats of the song, to a rain of psychedelic spheres falling from the sky and moments in which the singer’s avatar surfed through the air over the impotent facade of the new Pull&Bear shop.
Amazing, isn’t it? Few of those present had ever experienced anything like it, to which Julio Obelleiro, co-founder of Wildbytes, said: “Young audiences are constantly looking for new experiences. Augmented reality makes it possible to create experiences in which the mix of the physical and the digital is increasingly credible and aesthetically surprising. In this project, we have used a new technology known as VPS (Visual Positioning Service) that allows us to anchor 3D content to a physical space, such as a building, with unprecedented precision. A really interesting innovation to highlight Pull&Bear’s commitment to digital, connecting the physical façade of the flagship store with a musical show in augmented reality that is at the forefront of what is possible today”.
With this innovative omnichannel action in line with its commitment to a new and digitised shop concept where the customer is always at the centre, Pull&Bear strengthens its position as a leading global brand for the young community, and as a window to creativity and talent. Finally, to commemorate this event, a commemorative T-shirt was designed with Sen Senra’s name on it, which some visitors were able to take away with them along with a tote bag.
The metaverse is no longer a thing of the future, it is pure present, and Pull&Bear knows it well. What and how will it surprise us next time? Let’s see…
Unlike traditional grants or one-off prizes, this is a comprehensive two-year accelerator that provides runway production, mentorship, retail access, and a high-profile collaboration to set designers up for long-term success.
Cities change, and so do the people who live in them. wetheknot’s new seasonal capsule, Goodbye Lisbon, is built on that tension—between the city we know and the one we hope to see.
“UNDERSEX” is a photo project of the non-existent association “FAUX”. It is dedicated to artists in emigration from different countries and is designed to resemble a provincial Siberian newspaper, contrasting with erotic visuals, as this theme is still taboo in Russia and Eastern countries.
Illustrator Nicasio Torres and Makeo.Top, a secondhand clothing project led by Eme Rock, began a collaboration that turns discarded clothes into wearable art.
At Milan Design Week 2025, CUPRA unveiled its latest venture—the CUPRA Design House—marking a deliberate step beyond automotive design into broader creative territory.
PDF’s new Spring/Summer 2025 campaign, “Holy Motor,” puts football at the center—not just as a sport, but as a driving force behind the brand’s latest collection.
With this collection, Louis Vuitton moves further into home design, using its craftsmanship to create objects that fit into everyday life while keeping the brand’s recognizable style.
Camper’s legacy isn’t just about footwear. It’s about a way of working, an insistence on craft, and a refusal to separate the functional from the beautiful. And for 50 years, that’s been enough.
Spring is here and we just got that sweet first hit of Vitamin D! Instead of investing in any major new trends this season, I asked our editors what is on their spring wish list and what their tried and… »
RIMOWA and MYKITA have come together to create something unexpected: a sunglasses collection that blends luggage-grade durability with eyewear innovation.
+380 pages to change the channel: from Big Brother, to Buffy, a dating program, music from 90s, weathermen, a late show, Uggly Betty, Sex & the city, tattoos… and more!
Our must-see TV lineup includes pop-culture phenomenons from Gossip Girl star Evan Mock gracing the cover shot by TianZheng Yun, in a shooting inspired by the “Ugly Betty” series.
