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22 febrero 2024

Espacio Ibercaja Delicias: a cultural epicenter in Madrid with the sponsorship of the bank of Aragonese origin

This space, sponsored by Ibercaja, is a leisure epicenter in Madrid, located next to the Railway Museum. Its 18,000 square meters include different spaces such as the Grand Cabaret Tent, a theater and a multipurpose room that has already hosted immersive exhibitions such as “The Labyrinth”, with the signature of Tim Burton. In this way, the bank of Aragonese origin intends to contribute to the economic, cultural and social development of this area of the capital.

Since its opening in 2021, more than 600,000 people have passed through the Espacio Ibercaja Delicias to enjoy one of the exhibitions or the twenty or so that have been presented so far.

But the place where it is located has not always been like this. In fact, this large cultural center of 18,000 square meters was built in a semi-abandoned area in the center of Madrid, next to the old Delicias train station, to which it owes its name.

When the production company Let’s Go offered to sponsor this cultural project based on the rehabilitation of this space, Ibercaja didn’t think twice. The result of this collaboration is a multi-space designed to include culture, art and leisure, with the hallmark of high quality musicals.

Today, it also generates around 160 direct jobs and more than 300 indirect jobs, considering that only shows like musicals can employ around 60 people, including the cast and the entire technical and artistic team.

High quality theater, cabaret, children’s shows and musicals

Since its opening, this environment has hosted shows such as ‘Dirty Dancing’, ‘The Doctor’, ‘The Hole’, ‘Stomp’, ‘Les ballets de Trockadero’ and so on, up to more than twenty proposals. Great shows, which, depending on their type, are presented in one of two places: the Grand Cabaret, a circus tent with tables and chairs set up in these old Parisian halls, and the Theatre, with a capacity of 1,250 spectators, where musicals such as ‘Kinky Boots’ or ‘Charlie and the Chocolate Factory’ have been performed.

The complex is completed by the garden, an area with artificial grass where it is possible to have a snack, and the multi-purpose room. Other exhibitions such as ‘Magellan and Elcano. No limits”, which commemorates the 500th anniversary of the first circumnavigation of the globe by Ferdinand Magellan and Juan Sebastian Elcano, and “Meet Vincent van Gogh”, a three-dimensional experience in which visitors could get to know the man behind the painter, with the help of experts from the museum dedicated to the artist in Amsterdam.

Tim Burton’s visit to Espacio Ibercaja Delicias, one of the most important milestones

One of the milestones of the space sponsored by the bank was Tim Burton’s visit to the exhibition “The Labyrinth”, a tour that included original works by the filmmaker, recreations of his characters and films and sensory experiences.

Other moments in which the complex attracted media attention were the taping of Masterchef, with the visit of the President of the Community of Madrid, Isabel Díaz-Ayuso, or a Samsung presentation, in which the multinational technology company completely dressed the space.

In September, the most frenetic season resumes with proposals such as the musical ‘School of Rock’, which will bring a rock group of boys and girls to the stage, or the immersive tour ‘Disney, The Power of Friendship: The Experience’, available only from September 15 to 24.

A cultural space for all ages

The diversity of the space’s offerings means that there is no one type of audience, although the most common is between the ages of twenty and forty. An example of this wide age range was the immersive exhibition curated by Tim Burton, which was attended by children as young as 5 years old, accompanied by their grandparents, to young film students.

In addition, more than twenty large companies, leaders in their sectors, have used Espacio Ibercaja Delicias as a venue for internal events. Ibercaja itself has already been able to bring part of its staff together in this large center, which has allowed it to strengthen internal relations with its employees. For example, those who have been with the company for 25 or 40 years were honored and had the opportunity to get to know this place, which is well connected to the rest of Spain thanks to its proximity to the train station.

Connecting people to culture

Through this sponsorship, the brand wants to be identified with a space with which it shares values such as innovation, dynamism, modernity and proximity.

IN THIS “FLEXIBLE AND DIVERSE” SPACE, THE AIM IS TO MAKE IBERCAJA VISIBLE TO TWO OF ITS MAIN TARGET GROUPS: FAMILIES AND BUSINESSES.

In this way, this group, which was born at the end of the 19th century as Caja de Ahorros y Monte de Piedad de Zaragoza, Aragón y Rioja, approaches objectives such as “generating notoriety and brand awareness in a strategic geographical area” or modernizing and rejuvenating the brand “connecting people with culture and contributing to social welfare through leisure”.

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