Porto.
Brand Activation at Primavera Sound

A sensory journey into the heart of Porto at the Primavera Sound Festival

Event Production & Brand Activation

Project “Porto.” – The City as a Market

With the concept “The City as a Market”, the city of Porto brought tradition to the heart of the Primavera Sound Festival — an iconic space inspired by the Mercado do Bolhão, reimagined for a festival environment.

As part of this immersive brand activation at festivals, I AM Events was responsible for the full production and coordination of the activation, in close collaboration with our creative partners at Feeders, who developed the stand’s architectural and visual concept.

Together, we created a sensory experience that paid tribute to the identity and heritage of Porto, brought to life through design, interaction, and emotion. 

Ready to bring your brand to life at major festivals?

Let’s create an immersive activation that connects with your audience.
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Different Structures
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Different Activities
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Visitors to the Stands

Purposeful Brand Activation

Every element of the stand — from the historic market stall replica to the architectural details — was carefully designed to create a meaningful connection with festivalgoers.

Our team managed the entire process: from setup and live activation to takedown, ensuring that every step aligned with the brand’s vision and values.

Interactive experiences such as the spin-to-win game, giveaway distribution, custom photobooth, and the presence of professional hostesses helped turn the activation into more than just a visual presence — it became an experience truly lived by the audience.

Event Production with Soul

This project reflects our approach to event production: the perfect balance between concept and execution, creativity and logistics.

We believe that a brand’s presence at festivals should go beyond visibility — it should engage, connect, and emotionally resonate with the audience. That’s exactly what we helped Porto achieve at the heart of Primavera Sound.

Great brands don’t just show up — they create experiences.

Let us help you bring your next activation to life.