Barcelona recovers the Tinglados and Altius Media Sports creates an unusual hospitality during the America’s Cup
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Originally conceived as a dock, the four buildings (the Coal Cellar, the Carpentry Shop, the Workshop and a smaller one that will be used as the base for the future nautical bus) that made up the Tinglados complex now present a cohesive front thanks to a wooden portico, creating a sustainable and unobtrusive complex on the Port Vell’s East Quay which, according to the Port of Barcelona’s president, Lluís Salvadó, will be returned to the public.
Meanwhile, the Tinglados will be converted from this Saturday into a unique hospitality space created and managed by the Madrid agency Altius Media Sports. For this Hospitality Port of Barcelona that has been built from scratch in the Tinglados, Altius has created an exclusive experience for almost a day, from noon to 6.30pm, very focused on a corporate target, designed for companies that use the hospitality areas of the world of sport to strengthen relationships with customers and employees.
The creation of the new space includes for example an auditorium with capacity for 250 people, where companies the day before or the same day of the regattas can develop their working day before the hospitality programme designed for them.
Within the hospitality area itself, two zones have been created, the hospitality area comprising the APB Home (with capacity for 100 people), Lodge (200 guests) and The Tower (a private and exclusive area for only 20 people); and an area created exclusively for the viewing of the regattas, which they have called Race View.
A full day at the races
Without being in the front line of the event, the experience of several hours begins with a welcome at noon, from 12h to 13h, in which a snack and a welcome drink are offered to acclimatise, accompanied by a professional speaker who introduces the guests to the challenge of the competition, its participants, and various details of the event through a large LED screen.
At one o’clock in the afternoon and until half past three, the gastronomic experience of the Food & Mambo catering begins, with colourful dishes based on Mediterranean gastronomy. For those looking for a more exclusive experience, a private tower has also been created where you can taste a selection of dishes from Disfrutar’s CXC catering, recently voted the best restaurant in the world.
For the evening, from four to half past six, guests can choose from a variety of signature cocktails and enjoy live music and performances. Meanwhile, two giant screens ensure people can watch the regatta in real time without missing a detail in an immersive experience through custom-created content. For those who want to do so while breathing in the sea air, Altius Media has built the Race View space in the Desigual building, with views of the port and the beach, to follow the competition while enjoying an aperitif.
Finally, on the penthouse terrace facing the sea at the Tinglados, a grandstand has been built, equipped with television screens and a professional speaker who provides live commentary on the various moments of the regatta. In addition, CTX telescopes with a high visual power have been installed to allow the viewer to see even the smallest detail of the regatta.
For those who really want to ‘touch the water’, a fleet of four 42-foot Antonio Yachts boats will make the route from the hospitality pontoon to the regatta area. Guests will also be provided with a selection of electric bicycles to take a ride around the harbour and explore the America’s Cup environment.
