Once the grand home of Spanish cinema and theatre in the 1950s, Platea is now the biggest gastronomic and entertainment experience in Europe. This unique branding project not only covered strategic, naming and identity proposals, but also the conceptual development of the space itself. A new type of experience brought to life by an idea that provides a complete redefinition of the old environment and turns it into a unique “food emporium” where gastronomy and entertainment give new meaning.