What kind of launch do you need?
The format depends on who you are presenting the product to and what you want them to do afterwards.
| Type | Audience | Objective | Usual format |
|---|---|---|---|
| Press presentation | Journalists and influencers | Media coverage | Press conference with demo and interviews |
| Client launch | Current and prospective clients | Generate orders or trials | Event with presentation, demo area and drinks |
| Sales network presentation | Sales staff and distributors | Ready to sell it from the next day | Training session with stage and workshops |
| Store or venue opening | Customers, press and neighbours | Draw in visitors and build awareness | Opening with a brand activation |
| Brand experience | Target audience | Get people to try it and share it | Pop-up installation or immersive journey |
Many brands combine two formats on the same day: press in the morning and clients in the afternoon, in the same venue with the same set-up.
How do we prepare a launch?
- Brief. Product, key message, audience, date and budget. If there is an embargo, we protect it from first contact.
- Proposal within 24 business hours with concept, two or three venues and an itemised estimate.
- Design. Guest journey, minute-by-minute running order, set design and demo areas.
- Production. Venue, AV, catering, staff, invitations and materials.
- Full rehearsal the day before or that morning, with speakers, videos and the real product.
- The event, with our team on the floor and measurement afterwards: attendance, coverage and leads.
What makes a launch work
- A well-thought-out reveal. The moment the product appears needs light, sound and silence. It cannot get lost between two speeches.
- Trying beats listening. Ten minutes of guided hands-on time convince more than twenty minutes of presentation.
- A venue that tells a story. An industrial hall, a palace and a rooftop terrace say different things. The venue is part of the message.
- Time to talk. Leave time for drinks or a long lunch so the sales team can talk to guests.
If there is press, think like a journalist
Media value punctuality, clear information and access to spokespeople. We set up a work area with a good connection, a digital press kit ready the moment the presentation ends, an interview schedule with fixed slots and a photo point with the product well lit. In Madrid, home to the newsrooms of the major national media, timing matters: a mid-morning call on a weekday makes it easier for them to come.
Launches during Madrid's trade shows
IFEMA's trade shows bring each sector's clients and press together in the same week. FITUR, from 20 to 24 January 2027, and ARCOmadrid, from 3 to 7 March 2027, according to IFEMA, are popular occasions for presentations away from the exhibition centre. The MC Group team knows this dynamic well: every year it produces brand events in Barcelona for Logitech, Microsoft and Yealink during ISE and MWC. In Madrid, we have also produced the city's stop on Lindt's roadshow. You will find the other dates in the Madrid trade show calendar 2027 and our approach under trade show events.
Venues for a product presentation in Madrid
- Industrial and cultural. Matadero Madrid, a former municipal slaughterhouse turned cultural centre next to Madrid Río, for technology, design or mobility.
- Historic. The Real Fábrica de Tapices, in a 19th-century Neo-Mudéjar building, or the Círculo de Bellas Artes, designed by Antonio Palacios and opened in 1926.
- Classic rooms. The Casino de Madrid, on the Calle de Alcalá, for presentations with a more formal feel.
- Large-format AV. Kinépolis Madrid, with a 1,000-seat screen, for launches built around projection.
- High-rise. Hotels on the northern Castellana, such as the Eurostars Madrid Tower, with views over the city.
You will find capacities compared in the guide unique venues in Madrid by capacity.
What we usually advise
- Set the date with your sector's calendar in mind. Avoid clashing with a competitor's launch or a trade show that will keep your guests busy.
- Confirm three times. Invitation, a reminder a week before and a message on the day.
- Rehearse with the real product, not a mock-up.
- Plan a technical plan B. A second video source and a spare microphone prevent the worst silences.
- Measure afterwards. Attendance, coverage, leads and orders, so you know what worked.
Have a launch in the diary? Tell us what you are presenting and we will send you a proposal within 24 business hours.
