We are transforming Poble Espanyol into a theme park of emotions for Yamaha’s 70th anniversary.
To celebrate Yamaha Motor’s 70th anniversary, we designed a day with the goal to inspire, thank, and, above all, celebrate those who have made the brand possible: its people.
For the first time, we gathered all of Yamaha Motor Spain’s business units in the same event—motorcycles, marine, buggies, and quads—choosing Barcelona’s Poble Espanyol as the stage to tell a common story.
The morning, at the Hivernacle, had a clear focus: to speak about Yamaha from a global vision. We combined different formats: opening video, internal interventions, inspirational keynote, and a roundtable. We invited external voices like Mónica Martínez and Emilio Duró to provide perspective and energy.
During the roundtable, we screened a series of videos we produced with dealerships from all over Spain, in which the sector’s main challenges and real problems were exposed. After each intervention, Yamaha developed the solution live.
Weeks before the event, we organized a meeting between former employees and the current Yamaha team. From that reunion was born a unique and authentic piece, which we used as the closing for the meeting: a video that captured the true essence of the brand.
The reaction in the room summarized it better than any word: the audience stood up, sustained applause, smiles, and a closing full of hugs.
After lunch, the custom 30-meter wall dividing the Hivernacle in two opened, revealing a zone full of activations custom-designed for Yamaha: a museum of iconic models, simulators, VR experiences, a giant foosball table, a space dedicated to Kando, their core value, calligraphed live by Mitsuru Nagata, a CSR activation that looked like contemporary art—a container full of plastic debris rescued from the sea, connecting with the Clean the Sea action—and many more.
The intention behind all of them was to ensure the brand values were represented in each of the experiences.
To incentivize attendee participation, we designed a Yamaha sticker album.. To complete it, they had to participate in the activations and trade duplicates among themselves.
At night, we took a journey through time. To reach the dinner, attendees crossed an immersive tunnel installation that covered Yamaha’s milestones from today back to 1955, combining physical elements, graphics, projection, and a timeline on the ceiling with the history of the dealerships.
At the end of the tunnel, they arrived at the tent, set in the 50s: dim lighting, red carpet, a grand piano with live music, and a giant cake presiding over the space.
During the afternoon, we recorded attendee testimonials and, in less than three hours, we edited and projected a video with fragments of those interviews: stories and anecdotes told in the first person.
The piece linked with the toast and left everyone on the perfect frequency: pride, belonging, and a desire to celebrate.
To finish, we returned to the Hivernacle, transformed into a “clandestine” casino for the final party. Same people, different mood, same objective: to keep celebrating 70 years of movement together.
At Lyma, we handled the integral production of the event, leading the concept, visual identity and look & feel, creative direction, scenography, audiovisuals and full logistics management, including hotels, catering, transfers, staff, and personnel necessary for its execution.
- locationBarcelona
- venuePoble Espanyol
- PAX300
- accommodationSB Plaza Europa/ Porta Fira/ Catalonia Plaza
- servicesCreative Concept / Creative Direction / Content Creation / Visual Identity / Audiovisual Production / Set Design / Speakers / Logistics / Entertainment / Experience Design & Brand Activations / Immersive Installations