Mazda Motor has opened a "nonconformist and rebellious" cultural center in Barcelona's fashionable Born district.
The 6500-square-foot-plus Mazda Space is the car manufacturer's first public space for arts and culture, aimed to "call attention to people with similar values; rebels with a cause who share the same philosophy of breaking the status quo in order to do things better."
Mazda Motor Spain has recruited Sónar+D, Sonár Festival's June international conference for creativity and technology; FAD, which promotes local arts and design; and TedxBarcelona to design a year-long cultural calendar.
"We target a similar audience,." Mazda Spain managing director José María Terol said at a press conference.
The series, A Taste of Sónar+D, will bring performances to Mazda Space starting March 5. Artists include Felix Faire, whose works combine music, coding and design, and Japan's Ei Wanda, who will play electronic percussion on seven vintage television sets. Barcelona duo CaboSanRoque will perform with instruments made from wide-ranging recycled objects. DJ sessions are also on the program.
Mazda Motor Europe marketing director Ignacio Beamud revealed that the center will be a point of departure for the launch of three new Mazda models in 2015, and will also include an exhibition devoted to the highs of Mazda's history and the design of its cars. Mazda Space, created in an existing building renovated at the car company's cost, is expected to be open until the end of the year, but its programs could be extended into 2016, according to a company spokesman.
"We've bet on this new meeting place in the Born to launch our new models [and] become part of the Barcelona social calendar with a multitude of cultural activities [that] offer the visitor an experience that goes beyond a mere car show," Beamud said.
The 6500-square-foot-plus Mazda Space is the car manufacturer's first public space for arts and culture, aimed to "call attention to people with similar values; rebels with a cause who share the same philosophy of breaking the status quo in order to do things better."
Mazda Motor Spain has recruited Sónar+D, Sonár Festival's June international conference for creativity and technology; FAD, which promotes local arts and design; and TedxBarcelona to design a year-long cultural calendar.
"We target a similar audience,." Mazda Spain managing director José María Terol said at a press conference.
The series, A Taste of Sónar+D, will bring performances to Mazda Space starting March 5. Artists include Felix Faire, whose works combine music, coding and design, and Japan's Ei Wanda, who will play electronic percussion on seven vintage television sets. Barcelona duo CaboSanRoque will perform with instruments made from wide-ranging recycled objects. DJ sessions are also on the program.
Mazda Motor Europe marketing director Ignacio Beamud revealed that the center will be a point of departure for the launch of three new Mazda models in 2015, and will also include an exhibition devoted to the highs of Mazda's history and the design of its cars. Mazda Space, created in an existing building renovated at the car company's cost, is expected to be open until the end of the year, but its programs could be extended into 2016, according to a company spokesman.
"We've bet on this new meeting place in the Born to launch our new models [and] become part of the Barcelona social calendar with a multitude of cultural activities [that] offer the visitor an experience that goes beyond a mere car show," Beamud said.
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