Situation
When launching our temporary studio in Madrid we wanted to better understand the Spanish capital's creative culture and community.
True to our process, we immersed ourselves in this new world by meeting and interviewing dozens of creatives who were driving the city's cultural revolution.
These interviews became talks, which then grew into small events - creative discussions and debates that began to draw small crowds. With each session becoming more and more compelling, we started to record them. With no intention of doing so at the outset - we’d started our own magazine.
Roam was born, allowing a global audience to read, watch, listen to and experience incredible stories told by creatives who are honouring Madrid’s rich cultural past and shaping its future.
The artisans featured include handcrafted leather goods co. Oficio Studio, master wood-turner Siete Formas and experiential storytellers Espada y Santa Cruz.
It also offered readers the chance to experience and visit the places and spaces that inspire these visionaries, from galleries, parks and cafes to beautiful hidden hangouts that don’t feature in city guides.
Solution
Video content and features were initially released every Sunday morning at 9.00am GMT over a 12-week season. Mid-week articles were also be released on occasion, featuring unplanned content we felt compelled to share.
Rare products directly from featured artisans were also available to buy through the online store.
Roam became an entirely self-initiated and self-funded affair with a city that we, and many others, hold far closer to our hearts as a result.
Our pop-up venture in Madrid ended after two years in the city, but the connections we made via Roam live on - and occasionally lead to interesting projects in the city and across Europe.
