Etra Agency conceived, directed and produced the opening of New Era's first store in Lisbon, leading concept development, creative direction and production in partnership with Contracoutura to plug strategically into the local PR and talent scene. We ran a private pre-event showroom for look selection and built an ecosystem of collaborations with local artists, brands and creators — including live music, DJs and customization activations, plus partnerships with burger, beverage and local-culture projects. The event gathered the city's creatives, influencers, models and artists, reinforcing New Era's positioning in Portugal and building an authentic community connection with strong social impact.