NTT DATA · America’s Cup 2024 event
Mariona Agency, the strategic and creative agency from Barcelona, produced a gathering for NTT DATA and its guests to follow the America’s Cup in Barcelona in October 2024 from a seafront terrace: the race live on touchscreens, telescopes and binoculars, a host, a professional sailor who explained the competition, catering and photography.
The idea
The race, up close.
A seafront terrace, the competition live on the screens and on the horizon, and a competitor on hand to explain it.
The day
Watching the sea, with context.
The America’s Cup, seen from the inside.
The project
The challenge
In 2024 the America’s Cup was raced off the coast of Barcelona. NTT DATA wanted to experience it with its guests up close and with context: to see the boats, understand the race and do so in a carefully designed setting, made for conversation.
The approach
Mariona Agency organised the gathering on a terrace overlooking the sea and the port. It installed touchscreens tracking the race live, plus telescopes and binoculars to follow the boats on the horizon; a host led the day and a professional sailor explained to guests what was happening on the water. The agency also coordinated the catering, the audiovisual and technical equipment, transport and photography for the event.
The result
A day for understanding sailing from the inside: the competition on screen and at sea at the same time, explained by someone who races, with the conversation among guests at the heart of it all.
Frequently asked questions
Who produced NTT DATA’s gathering at the 2024 America’s Cup?
Mariona Agency, the strategic and creative agency from Barcelona. It coordinated the full production of the gathering: audiovisual and technical equipment, catering, host, race commentator, photography, telescopes, binoculars and transport.
Where and when did it take place?
In Barcelona, in October 2024, on a seafront terrace from which guests followed the America’s Cup races.