[re] Conventions Experience in Madrid

Why does [re] Conventions exist?

There is a convention model almost everyone knows: a hotel ballroom, one presentation after another, a buffet at lunchtime and dinner in the same building. The content may be excellent, but attendees go home with little more than the slides and the feeling of having spent two days in the same room.

[re] Conventions Experience was created at MC Group to change that pattern. The starting idea is simple: if you bring your team, your clients or your sales network together, the time they spend together should reinforce the message, not just deliver it. That is why we design the whole convention as an experience, from the venue to the final transfer, and produce it turnkey. You will find the presentation of the format on the Marca Condal website, a group company.

Why Madrid suits the format

Madrid has something the format needs: a variety of settings within a short distance. A single convention can include a plenary in a cultural centre housed in a former slaughterhouse, a dinner in a 19th-century hall on the Calle de Alcalá, a working morning at a royal tapestry factory and a trip to Toledo or Segovia by high-speed train. And the city is well connected: Madrid-Barajas airport handled 68.2 million passengers in 2025, according to Aena, which makes it easier to bring teams together from several countries.

The four modules explained

Striking locations

The venue is part of the message. An innovation convention in an industrial hall, an anniversary in a palace or a sales kick-off at a rural hotel in the mountains say different things before anyone steps on stage. In Madrid we propose venues such as Matadero Madrid, the Real Fábrica de Tapices and the Círculo de Bellas Artes, and we check that, as well as looking good, they work technically.

Post-congress dinners and activities

What happens after the last session decides the mood of the next day. We propose themed dinners, food experiences, neighbourhood walks, sports activities or private visits that give the group something to share and talk about.

Turnkey production

A single team takes care of everything: venue, AV, set design, catering, accommodation, transfers, staff and security. You deal with one point of contact and receive an itemised budget. It is the part nobody sees, and the part that makes everything else work.

Networking with a purpose

Putting 200 people in the same room does not guarantee they will talk to each other. We design table formats, rotations, mixed-group activities and informal moments so that the people who should meet do meet: sales staff from different regions, clients with similar challenges or teams who work together without ever having met.

[re] Conventions compared with a standard convention

What a two-day [re] Convention in Madrid could look like

This is just an example for a sales team of 150 to 300 people. Every real programme is designed from scratch, based on the brief.

What changes is not the number of things, but that every moment has a purpose and connects to the next. The afternoon activity sets up the conversation at dinner; dinner reinforces the message of the plenary; and the day two workshop turns that message into concrete commitments.

What you receive in the proposal

• Two or three concept approaches, each with its venue and common thread.
• A day-by-day programme with the four modules built in.
• An itemised estimate: venue, AV, food and drink, activities, accommodation, transfers and team.
• The work schedule up to the day of the convention.

Who is it for?

• Sales teams who need to start the year aligned and energised. See also company conventions.
• Clients and partners you want to thank, train or build loyalty with.
• HR teams organising all-staff gatherings, anniversaries or culture days.
• International companies choosing Madrid for their annual convention, with the support of our DMC service.

Experience behind it

[re] Conventions draws on more than 20 years of experience in the MC Group team. Companies that have worked with the team include Meliá, Sanofi, Nestlé, Volkswagen, Adobe, Cisco, Lindt and Movistar. In Madrid, the team has organised more than 100 corporate events, such as Provital's workshop and Edenred's Christmas dinner at Espacio Harley. In Barcelona, the group has produced projects such as Frontify's Paradigms conference and Kave Home's 40th anniversary at its factory in Tordera; you will find them, each with its real city, under case studies.

If you want your next convention in Madrid to be a [re] Convention, tell us your objective and we will send you a first proposal within 24 business hours.