Pull&Bear expands on Primavera Sound deal with The Vision for 2023

By

Sandra Halliday

Published
Jun 5, 2023

With festival season getting under way, it’s always interesting to see how brands are making the most of the season’s opportunities around the world. And news has come in that Inditex’s Pull&Bear has renewed and added to its alliance with Primavera Sound. It’s come up with The Vision, a “new experiential concept that combines music, fashion and creativity”.

It said the Pull&Bear Stage is now joined by The Vision Stage by Pull&Bear, the latter being “a multidisciplinary entertainment proposal that combines music, fashion, art and digital trends”. 

And they’ve also linked up to create an exclusive limited edition capsule that will be on sale at the brand’s pop-up store within the festival.

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“The collection, inspired by those moments of sunset and music, has as its leitmotiv the characteristic sun orb of The Vision, very present in the graphics of the garments,” we’re told.

The partnership between the event and the retailer is now three years old and makes sense for the label that’s the most youth-oriented in the Inditex portfolio.

So what exactly does The Vision comprise? It includes a new stage in addition to the Pull&Bear Stage, a 12-metre-long pop-up store, a showroom, and “spatial and digital elements characteristic of The Vision concept”. 

It added that “among the characteristic elements of The Vision is the sphere of light that welcomes the festival, a key symbol of this new experiential concept created by Pull&Bear for the new edition of Primavera Sound”.

The stage also hosts the “most avant-garde bets of the festival, bringing them to the public from a curated perspective, through short shows of half an hour”.

For Barcelona and Madrid, that means Japanese Breakfast, Dorian Concept, Molly Payton, Heal, Mira Paula, Tomberlin, DJ Playero, Lucía Tachetti and Del Water GAP, among others.

During the festival, the Pull&Bear Stage will also host performances by Shannen SP B2B Joe Cotch, Isabella Lovestory, Verraco, Rhyw, Juliana Huxtable B2B Jasss, Karenn, CHICA Gang, Brutalismus 3000, Velmondo, Maddy Maia B2B Tottie, Nazira, GiGi FM, Voices from The Lake, The Soft Pink Truth Live, John Talabot, Daphni, DJ Playero, Wooden Wisdom (Elijah Wood/Zach Cowie) + DJ Fitz, Anish Kumar, DJ Storm, Josey Rebelle, Pional and Jayda G.