If you happen to park in front of Río Rosas street number 26 in Madrid, you have to admit that the brutality of the entrance is impressive. The concrete clips that guard the doors of the WPP Gallery are as capable as sphinxes a dwarf of adventurers willing to enter a hidden corporate pen. Once the value is crossed, something invites us to go through a revolving glass curtain. A once abandoned hall as wide as a meadow, guarded by a bar without a bar, invites you to bow. At least some credentials.
The place smells like cash and a nose for trends. The WPP campus, formerly known as the Matrix, is no doubt home to many business labs that mere mortals would struggle to digest, but the important thing here on the sixth floor. When the elevator – short for modern sedentary legs – deposits you in your favorite room; of people in front of the shop window donations that WPP has access to. The gallery is a mix between an amusement park and a seductive one hall Meeting. Pleasant. Good. If you find yourself needing to show your mother-in-law your workplace, this architectural presentation has bought her a smile. Everything seems ready to impress…
And it’s impressive, it’s true. A terrace that will delight any gathering of electronic music with a view of the city and diversified space; colorful… The creators of this WPP gallery seem to have been dominated by a holistic ambitions. There are spaces for a multiplicity of tastes, like the synesthesia of experiences that seek to clarify the magical capacity of society. pull the most pyrotechnic advertising tricks out of the hat. But before we clarify the leitmotif of these futuristic rooms, it is true that everything broadcasts daring, even exhibition freshnessalthough just enough to be serious in the coliseum which, needless to say, generates millionaire investment. The list of guests and collaborators is titanic: Google, Meta, Spotify, Salesforce… The creme de la creme technology giants. And yes, I seem to be favored. And no, I’m not exaggerating. I refer you to that place if you visit.
WPP is a company with broad horizons. You could say she wants it all in the world of marketing and, boy, does it look like she’s got it. As if it were a contact glue for different branches of the universe an artificial provocation of desire, WPP is a hydra of draconian business heads. Each of them is gifted in their specialty, various heads are at the top of their field (not for nothing they have won more international awards than Mikel Jackson for Thriller). Now, The pulsating organ behind everyone’s ribcage is the same: creativity. This is how they promote this particular symbiotic android with an innovative core as an organism of purely inventive nature…
Creativity is a word that a generalist would overuse. AND a gelatinous joker able to adapt to any mold, but with a soft body due to manipulation so shameless that it was given. One would say that WPP wants to add muscle to this term. Tune it up. Turn creativity into a concrete element that doesn’t flow like a meaningless liquid meant only to perfume slogans.
Gallery presentation WPP smashes a bottle of champagne against a helmet Juan Pedro Moreno, Executive President of WPP Spain. Uncork with an anecdote. It turns out that the company’s initials are like those of the famous club CBGB; the mother monastery of punk rock and new wave. Why am I saying this? Not because WPP was full of angry grunts feeding the ground with flying beers, but because CBGB stood for: Country, Blue Grass and Blues. And as Moreno states, WPP doesn’t stand for what one expects (that one of the P’s is primarily advertising), but rather wire and plastic products… The best marketing company in the world has its origins in a company that makes baskets for supermarkets. Ironic, isn’t it?
Because Mercadona baskets are They have fallen far behind these international advertisers. I will not mention here each of the companies that, as willing Americans, build the structure of the WPP bell tower. Yes, I will mention it though 5 pillars that make up the WPP gallery experienceeach with a range of approaches aimed at enhancing confidence in the advertising phenomenology that the company promotes.
first thing mark. The brand image is like William Wallace’s kilt. Without it, he can shatter England’s skull, but we won’t really know who he is or why he’s doing it. A brand is where a company keeps waltzing with the audience until it sinks into the consumer’s subconscious.. In short, what leaves a residue. What creates a legacy.
We continue with creativity and impact. These two words are advertising magma. Without them, no kilt, no William Wallace, no Scotland. They are the primordial axis of the singularity. The beginning of the fight against the same hellwhich Byung-Chul Han talks about. Because, let’s be honest, given that advertising makes us think, how much less should it? enriches us with grace and genius?
Then Production. As they say, there is a stretch from talk to action, and that stretch is the ability to materialize ideas. In the past, these tools were rather rudimentary, like brushes for pictures or daguerreotypes for early photographs. Today, It is the AI that controls the hosts of this production. A phenomenon that breaks the boundaries of what is possible and makes it possible to “film” an advertisement on the same day in the waters of the Dead Sea and on the icy peaks of the Himalayas. And not because there is a tuned Concord, but because Technology can immerse us in scenarios of harsh realismonly supported by a sprite green chroma key.
Because we’re talking about technique, that is exactly the next pillar. Production, branding, creativity are the explosive elements they require a detonator that increases its combustion circuit. Technology is the catalyst element capable of taking everything to the next level; from the tiniest of ideas to the most ambitious of madness. An engine so to speakfrom the impossible.
And finally, communication. Territory in which I have trembled in the face of the rise of AI, but which WPP, they assure, should not be feared as an exterminating demon. Rather seen as a an exoskeleton on which to weave the skin of creativity more efficiently; as justification of purpose enter the audience with the most reverential erasure…
In the WPP Gallery, these five pillars are embodied those futuristic rooms mentioned above. Far from a landing littered with art pieces illuminated by artificial intelligence—all reminiscent of a cocktail of history’s great artists—this space allows us check out the tech highlights that WPP has access to.
Screen where learn about Imagine, your own generative AI able to turn any concept into an image. A production room where you can be the protagonist of the advertisement, as they say, recorded in 5 minutes at a time at Niagara Falls and Segovia Aqueduct (reasons for this point only God judges them). Or orthopedic kindergartens that were double vision with augmented reality glasses, able to confirm basic relativity, which A. Huxley tested with an alarming amount of mescaline – fortunately, these Ocules do not rot neuronal tissue. Let it be known…-. You know that phrase indignantly trite “the future is already here”? Well, I have no choice but to crush it again because the WPP gallery is the perfect showcase futuristic skills of this advertising tycoon. If creativity is at the center of everything, from the first flint arrow to Japan’s robotic toilet, The pulse of this society is the despotic will to tame it as much as possible. And if I’m sounding flattering again, just take a look at their portfolio or stop by this exclusive gift exhibition they just opened in Madrid. The WPP gallery will honestly confirm my generally cynical and now swallowed words.