Introduction: Gran Vía as a unique advertising scenario
From the heart of Madrid, the episode begins with an introduction about Gran Vía, not as a shopping or musical street, but as a visual space where advertising has its own rules. It is explained that this urban artery is subject to an exception in the Municipal Ordinance of Outdoor Advertising, due to its large concentration of cinemas, theaters and shops. Here, brands struggle to stand out in a scenario where each sign competes for the public's attention.
Iconic signs: Rolex and Schweppes as cultural symbols
We take a look at two great classics of Madrid advertising. First, the Rolex sign, located in the Grassi building since the 50s, whose elegance has resisted fashions and regulations. Then, the emblematic Schweppes luminous on the Carrión building: installed in 1972, made up of more than 100 traditional neon lights, and converted into heritage thanks to the popular clamour after its possible elimination during a renovation. This block highlights how certain advertising elements have become icons of the city.
The future is already here: LED screens and digitalization in Callao
The narrative moves to the Plaza de Callao, the epicenter of outdoor digital advertising in Spain. Companies like Callao City Lights manage giant screens in cinemas and theaters, synchronized for high-impact, immersive campaigns. It mentions how stores such as Wow Concept, Telefónica or Inditex have turned their facades into digital canvases, replacing vinyl and paper with pixels that dominate the visual landscape.
Flagship Stores: when stores are experiences
The Gran Vía is not only a showcase of light, it is also a showcase of commercial power. It delves into the concept of the Flagship Store, where brands install their flagship store not only to sell, but to offer a unique experience. Examples such as the gigantic Primark or the Nike store, with its regulatory challenges, show how these spaces are part of the tourist and advertising attraction of the street.
Controversial advertising: giant tarpaulins and their dark side
The tarpaulins that cover construction sites serve a safety function, but they have become coveted supports by brands. The phenomenon of the "squatted tarpaulins" is revealed: advertisements that remain even after the works are completed, generating controversy due to their legality. A million-dollar business that, at times, defies the limits of regulations.
The contrast between old signs and modern screens
Reflective closing on how elements of the past and the present coexist in the visual landscape of Gran Vía. From traditional hotel banners – difficult to renovate due to regulatory issues – to high-resolution digital screens, this street is testimony to how urban advertising evolves without losing its identity.
