Shoptalk Europe is a premier European retail and e-commerce conference that brings together industry leaders, brands, and technology companies to explore the future of commerce. In 2023, Mailchimp began expanding internationally and this event and subsequent campaign in Barcelona was one of their very attempts to go global with their event marketing.

My writing partner and I developed a concept reimagining the famous market of Barcelona’s La Rambla through a surrealist lens. We intended to capture the essence of what La Rambla is about: wander and wonder. Inspiration was drawn from two famous Barcelona artists: Joan Miro and Antoni Gaudi. Their influence was reflected in bright colors, vivid patterns, and whimsical motifs throughout our overall booth design and OOH campaign.

Additionally, to drive awareness of Mailchimp as well as promote our booth at Shoptalk Europe, we created an OOH campaign that took over the city of Barcelona the week leading up to the event. I developed a flexible design system that prominently featured Mailchimp’s main brand color: Cavendish Yellow and incorporated a unique floral motif as a nod to our experience design.