How we lived the Pull&Bear ‘Dream Valley’ experience at Primavera Sound

Pull&Bear made the dreams of its entire community come true by opening a valley in the middle of the Primavera Sound 2024 venue. An installation that initiated a new ‘youth revolution’ in the history of the brand in which a series of experiences that fused music, fashion, gastronomy and creativity could be lived.

All of this flourished through the experiential concept ‘DREAM VALLEY‘ with which the Inditex brand renewed its featuring with the global reference festival for another year, making four editions marked by its collective hits.

DREAM VALLEY EXPERIENCES

In its fantasy universe represented by a large bouncy castle, Pull&Bear presented an exclusive limited edition capsule in collaboration with Primavera Sound, which was exhibited in a pop up store extended over 12 metres. An ephemeral shop that moved a large number of people during the three days of PS24, who came to buy more than 5,000 pieces in their entirety. In addition, many of them, beyond satisfying their hunger for fashion and trends, were able to eat the experimental Rocambolesc ice creams designed for the occasion by Jordi Roca.

Meanwhile, an exclusive showroom was set up on the top floor of DREAM VALLEY, where content creators and talents such as @koffi.w, @cocooa_, @josefmiichael/, @anna_littlefield, @olhirst/, @juan.utges, @miguelcobs, @dolmalisa, @patrizio_morellato, @laraaceliaa, @bobrownn or @noahaltink passed through.

The entire P&B experiential valley was dressed in the Dream Valley aesthetic represented by shades of lilac and bubblegum pink, as well as by a lotus flower as the festival’s welcome symbol that encompassed the entire creative concept.

PS24′ CAPSULE COLLECTION

Pull&Bear signed a new collection in sync with the festival and the Dream Valley concept, sealed by the leitmotif of the iconic lotus flower as a representation of the blossoming of fashion, music and creativity of Primavera Sound.

This collaboration for the new edition of PS, inspired by urban art, was presented in his space. Pieces with which to renew the festival wardrobe, engraved with that subculture-inspired screen-printed effect, loaded with playful graphics and certain nods to the musical sphere.

This collection, with which festival sets can be put together, includes sweatshirts, T-shirts, trousers, jackets and accessories dyed in vibrant colours such as pink, green and blue. It features pieces such as boxy fits and cropped T-shirts, along with striped pyjama trousers.

All the garments in the drop are made of materials such as poplin, cotton or the iconic P&B denim that builds a coordinated look that can be elevated with their embroidered caps, bucket hats or their tote bag with the lotus flower.

NOT JUST A DJ

Beyond the collaborative collection with PS, the brand really resonated with the public with the music project and capsule collection ‘Not Just a DJ‘, which was also on display in its showroom. Not Just a DJ’ is presented as a celebration of boundless creativity to bring out other creative disciplines such as art and music.

In this sense, the great novelty that resonated from the Dream Valley concept was its music curatorial proposal with which the brand connected in high voltage with its entire community. An independent and continuous platform represented in the middle of the space with a DJ booth that featured the intervention and sets of representative names of the scene such as NiNa, Leo Mandella, Maddi Jean Waterhouse, Terence Muzemba, Zen Gxrl, Santana, Keirah, Sebastian Konrad and Paula Cendejas.

Also, simultaneously to the rest of the actions, different artists such as Maria Hein, Balming Tiger, Roc Marciano, L’Impératrice, Roosevelt, Guillem Gisbert, Faye Webster, Militarie Gun, Li- berato or DJ Playero took to the Pull&Bear Stage to enjoy the immersive experience of DREAM VALLEY.