Case study: SonicWall

A cybersecurity experience that won over partners and executives in an iconic setting

The challenge

SonicWall, a global cybersecurity company, commissioned Incógnito to organise the first stop on its international roadshow, SonicWall Elevate: On the Road 2025, which would continue in cities such as Breda, Paris and Milan.
The challenge was to create an inspiring, premium and distinctive experience for more than 100 attending partners, in an environment that reflected the brand’s innovation, approachability and technological excellence. Specifically, the challenge was to find and manage an iconic venue in Madrid that would dazzle both SonicWall representatives and their guests, ensuring a smooth, dynamic and memorable day.

Results

More than 100 partners and executives gathered in Madrid to learn about the latest developments from SonicWall in an environment that promoted both training and face-to-face interaction.

An exceptional and carefully selected venue—the “Black” Room at Green Patio—provided an atmosphere of sophistication, exclusivity, and cutting-edge technology, in line with the brand’s positioning.

Seamless coordination: all suppliers, services (catering, audiovisuals, furniture, signage) and event logistics ran smoothly and synchronously, creating a premium experience for all attendees.

Testimonial

“The Incógnito team was essential to the success of the event. Their commitment, professionalism and attention to detail made all the difference at every stage of the project. They ensured that Elevate Madrid was an experience worthy of the brand and our partners.”

Jessica Ferrerons

Field Marketing Senior Manager – EMEA South, Benelux

Want to know how we did it?

The Goal

The main objective of SonicWall Elevate: On the Road – Madrid was to bring together more than a hundred strategic partners, distributors and SonicWall executives to present the company’s latest developments in cybersecurity and strengthen business relationships in an exclusive and intimate setting.

The event was designed as a space for learning and connection, where attendees could participate in training sessions, round tables and face-to-face meetings with global leadership teams, fostering collaboration and trust between SonicWall and its partner ecosystem.

Strategy

At Incógnito, we designed and executed a comprehensive plan that covered all phases of the event—from conceptualisation to on-site coordination—with a focus on creating an exclusive and perfectly orchestrated experience.

Location selection: We conducted exhaustive research to propose a space that met the requirements of modernity, capacity, accessibility, and aesthetics. Finally, we selected the Black Room at Green Patio (Madrid) — a 500 m² space with capacity for 158 people in any format, contemporary design with white walls, gold and marble details, high-end audiovisual equipment and an elegant and sophisticated atmosphere. Green Patio
Comprehensive supplier management: Coordination of catering, audiovisuals, furniture, decoration, signage, and printed materials to ensure that every detail was aligned with the brand and the desired experience.
Production of materials: Development of signage, interior signage, graphic supports, event branding, and supervision of printing and assembly.
Technical and audiovisual coordination: Supervision of surround sound system, HD screens, lighting, high-speed WiFi connection, technical testing prior to the event, and assistance on the day of the event. Green Patio
Agenda, reception and hospitality: Design and monitoring of the agenda, which included training sessions, round tables and networking opportunities; reception of guests, registration, personalised attention and coordination of attendee flow throughout the day.
Quality supervision: Continuous monitoring of the event to ensure that all services ran smoothly and that the experience for attendees remained at the highest level.

Conclusion

SonicWall Elevate: On the Road – Madrid established itself as one of the most important events of the year for the SonicWall partner community in Spain. Thanks to Incógnito’s comprehensive management—from choosing the venue to executing the event—not only were the logistical and strategic objectives met, but a unique, memorable experience was delivered that was aligned with the brand’s values.

About SonicWall

SonicWall is a pioneer in cybersecurity with over 30 years of experience and is considered the market leader in partner-centric distribution models. With its ability to create, scale and manage security solutions in cloud, hybrid and traditional environments in real time, SonicWall offers seamless protection against the most evasive cyberattacks at infinite points of exposure for increasingly remote, mobile and cloud-based users. With its own threat research centre, SonicWall can quickly and cost-effectively provide security solutions specifically designed to support any organisation—large enterprises, government agencies and SMEs—anywhere in the world.