TOUS, the Spanish firm dedicated to the jewelry business since 1920, has resolved to come up with new experiences for connecting with consumers at its first year at the Primavera Sound and Mad Cool festivals. Through these sponsorships, TOUS has marked a new territory associated with the brand with the aim of attracting new audiences. In addition, the company has reaffirmed its commitment to innovation by launching Made of Sound, a campaign that will come to life in a collection of jewels and accessories available at the two festivals, on its e-shop and selected stores.

The jewelry firm will be at the Primavera Sound (2–12 June) and Mad Cool (6–10 July) festivals. There will be an immersive pop-up where festival-goers will be able to enjoy the different areas set up for a unique festival experience comprising a piercing studio, make-up studio, arcade gaming and a digital photocall, in addition to being able to see the brand’s summer collections. This will be a full-on immersive, omnichannel brand and shopping experience.

In the framework of this process of exploring new territories, TOUS is launching the Made of Sound experience inspired by music and sound. The protagonists, created by the MANSON directors, will be the Made of Sound Bears, seven of the firm’s iconic bears, reinterpreted with an anime look that have now been turned into a band, which will have posters and a music video.

Anaïs Durand, TOUS’ Director of Marketing and Communications said that “innovation and creativity form part of our essence. We have therefore chosen the world of music to come up with new brand experiences. She added that “we are extremely excited to be at the Primavera Sound and Mad Cool festivals in such an innovative way focused on an omnichannel approach, a fundamental pillar in the cross-cutting transformation that TOUS is driving forward.”