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TOUS, the Spanish firm dedicated to the jewellery business since 1920, is committed to developing new experiences to connect with the consumer in its first year at Primavera Sound and Mad Cool Festival.

Through these sponsorships, TOUS defines a new territory of brand association with the aim of connecting with new audiences. In addition, the company reaffirms its commitment to innovation through the launch of Made of Sound, a campaign that comes to life in a collection of jewellery and accessories available at both festivals, in the e-shop and in selected shops.

The jewellery firm will be present at Primavera Sound in Barcelona (from 2 to 12 June) and Mad Cool (from 6 to 10 July). At both festivals it will have an inverted pop-up where attendees will be able to enjoy the different areas created for a unique festival experience. Piercing Studio, Make Up Studio, Arcade Gaming, Photocall Digital…. They will also have access to the brand’s summer collections. A totally immersive and omnichannel brand and shopping experience.

Made of Sound

As part of this process of connecting with new territories, TOUS is launching the Made of Sound campaign, inspired by music and sound. Its protagonists, created by the directors MANSON, will be the Made of Sound Bears. Seven iconic bears reinterpreted with anime aesthetics and now transformed into a music band. They will have their own posters and video clip.

Anaïs Durand, Marketing and Communication Director at TOUS says that “innovation and creativity are part of our essence. That is why we have chosen the musical territory to develop new brand experiences.  We are very excited to be present at Primavera Sound and Mad Cool in such an innovative way and with an omnichannel approach. A fundamental pillar of the transversal process that we are promoting at TOUS”.

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