- Culture in Motion turned Mercedes-Benz Fashion Week Madrid into a meeting point for industry professionals and brands, with an afterwork event designed to foster connections beyond the usual formats of professional events.
Madrid, 18 September 2026. Adsmurai and Uber Advertising hosted Culture in Motion in Madrid, an event for marketing professionals that took advantage of the Mercedes-Benz Fashion Week Madrid context to bring together brands and industry professionals in a different kind of format: no talks, conferences or presentations.
The initiative was built around a simple idea: Fashion Week is about much more than what happens on the runway. It also comes to life in the streets, through encounters, journeys and everything happening around one of the city's major cultural events.
With this idea as a starting point, Adsmurai and Uber Advertising brought that same spirit to the marketing industry with an evening on a Madrid rooftop, designed as a space to step away from the usual professional agenda, meet other industry professionals and share experiences across brands and teams.
An event without a stage, but full of conversation
Moving away from traditional formats built around content, presentations and fixed agendas, Culture in Motion focused entirely on people and on the conversations that emerge when the stage disappears.
The aim was to create an informal environment that encouraged new connections between professionals from different companies and marketing teams across Madrid, using Fashion Week as a backdrop to also celebrate the creativity, culture and relationships that are part of the industry's everyday life.
Throughout the event, attendees enjoyed an evening of networking, music and food in an atmosphere inspired by Madrid Fashion Week.
Creating spaces that connect the marketing ecosystem
Culture in Motion reflects Adsmurai's commitment to creating new spaces for the professional community to connect, complementing events focused on knowledge and industry trends with formats specifically designed to strengthen relationships between people, brands and teams.
In an increasingly fast-moving industry shaped by technological transformation, the event also highlighted the value of something much simpler: creating the time and space to talk, exchange perspectives and strengthen connections across the marketing community.
With Culture in Motion, Madrid turned Fashion Week into something more than fashion for a few hours: it also became an opportunity to bring the industry together and celebrate everything happening around it.
About Adsmurai
Adsmurai is a Growth-Tech Partner that helps brands transform marketing into a connected, measurable and scalable growth system. By combining proprietary technology, strategic intelligence, AI, data and human expertise, the company connects decision-making, investment, execution and business outcomes to drive more efficient and sustainable growth.
Through AMP, Kata and its specialised solutions, Adsmurai supports brands in managing, optimising and measuring their marketing strategies, integrating capabilities across paid media, creative, feeds, measurement, planning, reporting, automation and growth intelligence.
For more information, interviews or additional comments, please contact:
Paula Moreno - paula.moreno@adsmurai.com