Global Partner Conference – Barcelona

The Discovery Workshop

With so many people to pull together into a once-every-18-months Global Partner Conference with such little time, preparation would be key.

We started with TWC’s signature Discovery Workshop - a deep dive into the business event goals and requirements with all of the right people together in one room for maximum efficiency.

“Lisa was adamant we scoped requirements with the key stakeholders from the outset. This gave us a framework of what was important, which we were then able to iterate through to event delivery.”

Iconic home

We'd organised a global partner conference for this Client before, in Berlin. We knew this experience had to build on that success but offer its own flavour.

The event coincided with a change of leadership - a new Managing Partner. So, creating an experience distinct from the last was key.

We knew Barcelona was the ideal city for this event, due to good flight access so we drew on our strong relationships with suppliers to secure the W Hotel in Barcelona at a very competitive rate, and saved the client 30% in costs.

The Local Touch

Having opportunities to network was a big part of the brief and we wanted this to feel natural and culturally fun.

So, we hired out El Nacional, the Spanish Mercado in Barcelona, with lots of different food stalls and beautiful booths for people to sit, discuss, mingle and eat.

It’s the kind of place you want to go to when you visit a new city and delegates loved being able to experience local food together here whilst connecting informally over business.

Seize the Day

This was a global partner conference so delegates came from different countries and functions. We needed to bring them together with something that would cut across different cultures.

So, we took the team to the inspirational outdoor museum - Poble Espanol - where they learned about Spanish art.

Here, the team got stuck into creating art pieces inspired by Spanish greats and led by local artists.

Unbeknown to the delegates, the pieces they were created, which looked like abstract art when they were making them, were large letters.

When put together, they would spell out the phrase ‘seize the day’.

We planned to display them at the gala dinner the next day.

A touch of classic

After dinner at the local Mercado, we decided a touch of glamour was called for.

We held the gala dinner at La Llotja, a historical building on the Waterfront. The building has been used for centuries for trade and has a fabulous original Gothic interior. Guests were greeted by a group of classical singers belting out “Barcelona!!” (you know the one!)

Once inside the main ballroom, guests were amazed to discover that their pieces of abstract art had been combined together to form the words APROVECHA EL DIA (“seize the day”).

“The meticulous attention to co-ordinating every part of the guest experience is outstanding.”