In anticipation of Sigma’s return to the China direct to consumer market, we were challenged to create a luxury jamón ibérico brand from the ground up, but with a difference. A brand that embodies the bold, free-spirited Spanish DNA and showcases the modern culinary potential of jamón ibérico.
In order to break out ahead of early market players and gain the mindshare of the millennial and GenZ segments, we developed an experience-led approach and created a offline to online pop-up restaurant and retail experience — Atrevío — to bring a modern twist to experiencing the ultimate culinary art of jamón ibérico.
From Spain to China, we dare consumers to free their spirit to explore, taste and be surprised in 4 dimensions through this pop up restaurant experience. Surrounded by curated modern art, this hybrid space consisted of a restaurant featuring a modern art-inspired jamón ibérico menu; a retail store where customers can take home freshly sliced jamón; and digital experience that let you express your creativity inspired by Spanish free-spirit and culture.
Through continuous iteration, Atrevío is transforming the traditional view of jamón ibérico in China into an imaginative experience of Spanish "masterpiece"!