Etra Agency conceived and delivered the end-to-end opening of New Era's new official store in Barcelona, owning concept, production, PR and partnership management. We designed an immersive brand experience bringing together talent, artists, press and key industry profiles, with bespoke activations, live music, curated catering and F&B, and special creative touchpoints, closing with a dedicated after-party. The activation reinforced New Era's local positioning and drove high engagement across social and digital media.