An internationalisation project developed through two complementary B2B events, designed to strengthen METRA Building's positioning in the Spanish market and consolidate dialogue across the architecture value chain.
The project took shape through an integrated strategy combining events, media relations and digital activations, creating a coherent narrative around METRA Building’s presence in Spain. The two events shared the same strategic vision while adapting content, language and experience to their respective audiences. Diseñamos el Futuro Juntos fostered dialogue with technical partners and window and door manufacturers, while Arquitectura en Diálogo engaged architects, designers and leading figures from the international architecture scene at COAM – Colegio Oficial de Arquitectos de Madrid, with the participation of prominent organisations such as ARUP and ENAR. More than an international roadshow, the project served as a strategic lever supporting METRA Building’s expansion in Spain, consolidating relationships, authority and positioning through the language of live events.
