Project location: Madrid, Spain · Project context: 2026 · Prepared by POPUP from the project archive in October 2026.
ElevenLabs' Justicia store had different jobs throughout the day. Merchandise, voice AI discovery and community programming shared the room with the brand's Audi Revolut F1 Team partnership.
How can a technology pop-up serve walk-ins and business guests?
One space had to serve different reasons for visiting: discovering a product, understanding its business potential and meeting the people building with it. The experience needed to welcome public curiosity and support deeper conversations.
Use retail as the common language. A street-level store and familiar interactions make the product approachable. A flexible floor then supports community gatherings, AI discussions and creative participation within the same brand world.
Give the brand an address in the city
The Calle de Belén storefront placed ElevenLabs at street level in Justicia. A considered retail environment made the brand accessible to walk-in discovery, with a clear physical setting for merchandise, product demonstrations and guest hosting.
Make the partnership part of the place
Racing imagery, displays and merchandise brought the Audi Revolut F1 Team context into the store. These physical references gave the experience a distinct Madrid identity while keeping ElevenLabs and its technology central to the visit.
Move from watching to trying
Shopping, phone and listening touchpoints invited guests to participate. Screens and headphones supported individual discovery, with hosts helping people explore the product in the physical environment around them.
Let the retail floor become a meeting place
The same room accommodated presentations, seated conversations and an evening community gathering. Its layout connected merchandise, partner displays and live programming, so each event remained part of the brand experience.
Move from discussion to participation
Creative sessions gave guests time to try the product together. Alongside a community evening, an AI conversation and an interview, they added another way to engage with ElevenLabs.
The planning lesson
Plan the floor for changes in use. A demonstration area should remain understandable to walk-ins while the room accommodates seated discussions and gatherings. Partner displays can establish context while keeping the technology's role clear to visitors.
Who delivered the experience
POPUP connected the physical brand environment and live production, coordinating the space, guest-facing touchpoints and on-site delivery around ElevenLabs’ technology and programming.
Voice AI and brand partnership by ElevenLabs. Audi Revolut F1 Team is ElevenLabs’ partner in this experience.
What the experience made possible
Product exploration, retail and the Audi Revolut F1 Team partnership gave the Madrid experience its own local identity.
Project questions
Where did the experience take place?
ElevenLabs: Madrid, Spain.
What was the delivery scope?
Physical brand environment; Experience layout & guest flow; Product touchpoint production; Live event setup & coordination; On-site production; Photography & edited films.
Explore related work
Further reading
For the wider event and campaign context:
