How do you organise a company anniversary?

First define the message you want to convey about the company's future, then design the experience from there. Noatum celebrated its 60th anniversary at the MNAC with a welcome, photocall, live show, gala dinner and a finale with brand projection, all tailored to the occasion.

Can you hold a corporate event in a Barcelona museum?

Yes. Noatum's 60th anniversary was held at the National Art Museum of Catalonia with more than 650 guests. A venue like this demands careful build planning and coordination of every supplier, but it brings a sense of occasion that's hard to achieve in other kinds of venue.

NoatumCase study

Noatum 60th anniversary: the corporate gala at the MNAC

Noatum celebrated its 60th anniversary at the National Art Museum of Catalonia with more than 650 guests. An express build and a fully bespoke experience for a date that is “synonymous with a lot of pressure”.

ClientNoatum
Formatcorporate anniversary
PlaceNational Art Museum of Catalonia (MNAC), Barcelona

The challenge

“A 60th anniversary is synonymous with a lot of pressure.” No arguing with that. A milestone anniversary is a one-shot event: the company looks back and forward at the same time, and everyone, from management to the teams and external guests, expects the celebration to live up to the history being commemorated.

In this case, the pressure came with two added constraints. The venue was a museum, the MNAC, with all the build and scheduling restrictions that implies. And the build had to be express. At an event like this, the challenge is to coordinate production, catering, entertainment and AV in very little time, for more than 650 guests, without the result looking improvised or losing its tone of institutional celebration.

The idea

The approach was a unique, fully bespoke experience design, with the event understood as “a statement of evolution, innovation and growth”. Not just a dinner looking back at the past, but a message about where the company is heading.

The journey began with a welcome and an exclusive photocall that captured the essence of the night. Then came a live show with aerial acrobatics and castellers, a gala dinner and a finale with immersive visual experiences and brand projection. Printed programmes with the agenda and speakers covered the institutional side. All under split-second coordination between production, catering, entertainment and AV. It fits because a corporate anniversary needs both things: emotion to celebrate and a brand story that makes the next chapter clear.

What we did

Express build at the MNAC for more than 650 guests
Welcome and exclusive photocall
Live show with aerial acrobatics and castellers
Gala dinner
Immersive visual experiences and closing brand projection
Printed programmes with agenda and speakers
Coordination of production, catering, entertainment and AV

Key takeaways (expert view)

A corporate anniversary works when it celebrates the past and announces the future. Pay special attention to the finale: it's what people take home.

An anniversary that looks ahead

Framing the 60th anniversary as a statement of evolution, innovation and growth avoids the most common mistake at these celebrations: getting stuck in nostalgia. For any brand with a milestone date on the horizon, the key question isn't what we've done, but what we want people to think of us when they leave. The event is a message about the future.

The brand finale as the last memory

Ending with immersive visual experiences and a brand projection ensures the last thing guests see is the company's message. At long events, the ending carries a lot of weight in memory. Designing it with intent, rather than letting the night fizzle out on its own, is one of the most cost-effective communication decisions at any corporate gala.

Coordination when there's no margin

An express build in a museum leaves no room for improvisation. Split-second coordination between production, catering, entertainment and AV is what makes the result possible. For suppliers working in heritage venues, the lesson is commercial: proving you can build fast and clean is as powerful a selling point as the service itself.

Services involved

→Experiential marketing →Event marketing agency in Barcelona →Communications agency for the events industry