Etra Agency ideated, produced and led the full 59FIFTY Day celebration in Madrid, driving creative direction, production, PR, logistics and partnerships to unveil the 59FIFTY Lounge — a secret space built for true fitted-cap lovers. We designed a VIP experience around a tightly curated guest list, with brand activations, a creative breakfast, all-day music programming and talent, press and content-creator coordination. As a strategic extension, we developed an exclusive anniversary celebration at Kinki Madrid, transforming the venue with immersive branding, product styling, a DJ set and photographic coverage to strengthen New Era's positioning and connect with key scene profiles.