SonicWall

Cibersecurity · Madrid

Production of SonicWall’s European launch event in Madrid

The first stop on an international roadshow that required an experience as premium as the brand behind it.

to organise an international event in Madrid that could rival those in Paris and Milan

SonicWall commissioned Incógnito to organise the first stop on its European roadshow, Elevate: On the Road 2025, which would go on to Breda, Paris and Milan. Madrid had to rise to the challenge. More than 100 strategic partners and global executives from the company were expecting a premium, seamless and memorable experience — in a setting that reflected the innovation and technological excellence of a leading cybersecurity brand with over 30 years of history.

What was decided and what was ruled out

The key decision was that the venue did half the work. At an event of this nature, the setting isn’t just about logistics — it’s the message. Finding the right venue was just as strategic as designing the programme.

Conventional corporate event venues were ruled out. The Black Room at Green Patio — 500 m², contemporary design with white walls, gold and marble detailing, and high-end audiovisuals — offered exactly the combination of sophistication and technology that SonicWall’s positioning required.

With the venue secured, the focus shifted to the seamless coordination of all elements: every supplier, every moment of the programme and every hospitality detail had to function as a single system, not as separate parts.

INTEGRATED IMPLEMENTATION

Incógnito took full charge of the event, from the initial concept through to on-site coordination. The process began with an exhaustive search for venues in Madrid that met the requirements for modernity, capacity, accessibility and brand aesthetics.

Once the venue had been selected, the entire production was coordinated: catering, audiovisuals, furniture, décor, signage and branded graphic materials. Technical supervision included a surround sound system, HD screens, lighting, high-speed WiFi and pre-event testing.

The agenda combined training sessions, panel discussions and face-to-face networking opportunities with SonicWall’s global leadership teams. The reception, registration and flow of attendees were coordinated with personalised attention throughout the day.

Results

Over 100 partners and executives gathered in Madrid for an event that met SonicWall’s training, networking and branding objectives, cementing its status as one of the year’s most significant events for its partner community in Spain.

Over 100 partners and executives gathered
First stop on the 2025 European roadshow
Comprehensive coordination of suppliers, the programme and hospitality

‘The Incógnito team was instrumental in the event’s success. 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 — SonicWall

SonicWall

Production of SonicWall’s European launch event in Madrid

to organise an international event in Madrid that could rival those in Paris and Milan

What was decided and what was ruled out

INTEGRATED IMPLEMENTATION

Results

Shall we do something similar for your project?

→ Tell us about your challenge

The importance of a good briefing in preventing a communications crisis

Corporate communication: organisations that react rather than make decisions