MOA Concept Lands in Madrid: Inside Our Pop-Up at Nac Velázquez

There are events that don’t just introduce a brand ; they make it vibrate.

The MOA Concept pop-up at Nac Velázquez was exactly that: an immersive experience where design, music, and creativity came together to present the Italian brand’s contemporary urban vision to Madrid.

On December 18th, we transformed the store into a multi-level sensory journey, with each floor designed to surprise, inspire, and reveal the essence of MOA Concept to press, buyers, and influencers.

A Morning for the Press: First Impressions & Editorial Strategy

The day began with a private session for over 17 fashion and lifestyle journalists (including Elle, Glamour, Woman…), who explored the brand’s most iconic sneakers and gained insight into MOA Concept’s creative philosophy.

This first editorial encounter strengthened the brand’s positioning in Spain both in digital media and specialized fashion outlets generating immediate interest thanks to its strong aesthetic identity.

Following the visit, and due to the positive reception, we decided to send additional sneaker pairs to members of the press who couldn’t attend, further boosting visibility and extending editorial reach beyond the physical event.

An Afternoon of Guests, Live DJ & Influencers

The most anticipated moment arrived in the afternoon with our afterwork event. Buyers, clients, and influencers including @ferdidelatorre, with over 1 million followers joined a lively gathering accompanied by a live DJ set (@beavalvidivia) , drinks, and catering.

The atmosphere perfectly reflected MOA Concept’s urban DNA: youthful energy, contemporary styling, and a strong visual narrative amplified by product corners distributed across the space.

Several creators received their sneakers days before the event, and after the pop-up’s success, we expanded seeding to more influencers, increasing organic reach and multiplying content across social media.

A Floor-by-Floor Experience: How Nac Velázquez Was Transformed

First Floor: Music, Movement & Eye-Catching Windows

Upon entering, guests found DJ Bea Valdivia to the left by the fireplace, a strategic placement visible from the street to spark curiosity and draw people in.

The store windows were covered with exterior MOA Concept vinyls, sneakers, and interior décor to boost visual impact and brand recognition from outside.

A direct invitation to step inside.

Second Floor: The MOA Concept Bar & the Heart of the Collection

The bar area hosted the event’s bartender, highlighted by a “MOA CONCEPT BAR” vinyl that quickly became one of the most photographed spots with tasteful food and drinks.

Shelves leading to the bar displayed key models from the collection, creating an intuitive and commercial product journey

Lower Floor: Product Displays, Photocall & the Viral Mirror

On the lower level, we created a decorated shelving area that served as a photocall, where our photographer captured content while guests explored the sneakers in a more relaxed environment.

The result: strong organic diffusion and a reinforcement of MOA Concept’s visual identity.

An Event That Amplifies and Elevates

This pop-up was made possible through the collaboration between Finally Press, Nac Velázquez, and Acon100cia Showroom, uniting communication, retail, and commercial strategy into one cohesive experience.

The goal was achieved: presenting MOA Concept powerfully, reinforcing its presence in Spain, and bringing the brand closer to both industry professionals and consumers.

Relive the event on our Instagram: @acon100cia 

We look forward to seeing you for the next instalment of Acon100cia,

Where every post takes on new forms!

#acon100ciashowroom #moaconcept