In a context where traditional presentation formats have lost their ability to surprise, the challenge for Sfera was not simply to showcase a collection, but to reignite genuine interest around it. The Spring/Summer 2025 presentation was conceived as an opportunity to reposition the brand within the fashion circuit, connecting with press, stylists and creators through a more contemporary and relevant approach. Beyond a conventional press day, the objective was to activate an environment that encouraged interaction, endorsement and content generation.

Fabra Comunicación approached the project as a combined exercise in guest strategy and experience, where the key lay in the quality of the audience and how they engaged with the collection. A large-scale invitation strategy was implemented, reaching over 700 contacts and resulting in the attendance of nearly 200 profiles, including fashion editors, stylists and content creators. The event took place at Casa de Velázquez, a venue unfamiliar to many attendees, which added a distinctive value to the experience. The choice of location generated a highly positive response, becoming one of the most talked-about elements of the day.

The result was an activation with strong impact in both visibility and content generation, with close to 300 pieces of content across posts, reels and stories, consolidating the collection’s presence within the digital landscape. This was complemented by qualitative press coverage driven by post-event communications, reinforcing the brand’s positioning in key publications. The activation generated a PR Value of over €330,000, confirming its effectiveness as a tool for driving visibility, awareness and return within a highly competitive environment.