Digital narrative for MADNUM, the new center of Madrid

Colonial is the leading real estate company in the development, rehabilitation, and operation of quality offices in the eurozone, with buildings in Barcelona, Madrid, and Paris, and is one of the IBEX 35 companies. Always adapting to the needs of its clients, Colonial has also been able to innovate by offering sustainable and innovative real estate solutions, generating long-term value through office management and enabling companies that trust them to exploit and develop their full potential.

Taking a step further in its vision of the future of real estate, Colonial has conceived MADNUM as an innovative space that makes possible a new concept of work and community life. A hub for large companies located in one of Madrid's most promising areas, which also includes housing and common spaces such as gardens, restaurants, and all kinds of services.

Creativity to bring an idea to life

A project as charismatic and innovative as this, which introduces a new concept of offices, work relationships, coexistence, and community life, cannot be transferred to the digital realm in just any way. Colonial, once again placing its trust in Runroom, asked us to turn this ambitious real estate project, indeed the largest to date, into poetry and inspiration that would convey emotion through a memorable visual narrative, guiding users through a journey that would allow them to understand what MADNUM is and all the ideas, reflections, and visions behind it.

All of this, logically, had to be built on an efficient platform with high performance that focused on customer experience, appealing to their emotions and seeking impact through creativity, a web project worthy of the urban project they were building.

With the challenge before us, we set to work creating a custom multifunctional production team focusing on creativity to work on a storytelling that would support this transfer of the MADNUM concept to the digital world. Additionally, we had the pleasure of working with the illustration team from Forma, who once again demonstrated their quality and expertise, giving the project a unique identity.

From the conceptual to a digital result

The main result of this project is having given Colonial what it was looking for: to successfully communicate the potential and projection of something that is much more than a building, it is a new concept of city, employment, coexistence, mobility, and sustainability from a Human Centric approach.

With each copy, image, video, illustration, and animation included on www.madnum.com we were able to convey and impact by showcasing a project capable of promoting social and technological changes, and being an active part of a cultural transformation preparing for the future.

The presentation of MADNUM took place on November 2, 2022, at an event covered by various media outlets and attended by the mayor of Madrid, José Luis Martínez-Almeida. This is how Cinco Días, El País and El Economista spoke about Colonial's flagship in the capital.

The process that made it possible

One of the first challenges we encountered was that everything was yet to be conceived. Colonial knew what it wanted, but left the way to do it in our hands. Additionally, the complexity was added by the participation of other providers, and it was the client who orchestrated everything, so we also had to adapt and ensure the planned time to market.

During the ideation and creation process, it was crucial that all team members made decisions from the start, which translated into efficiency and impact capability. The Agile methodology is part of Runroom's DNA, and with MADNUM, we put it into practice once again. This is how we worked:

• In sprint 0, on one hand, we focused on creating semi-functional prototype experiments to visualize certain elements and make decisions, and on the other, on creating the design concept and the interaction and motion design concept.
• Instead of advancing all the design and then passing the baton to the front-end developers, design and prototyping were done simultaneously in each product sprint. This allowed us to move forward with greater confidence by having constant validation and feedback from the client on the functioning product.
• We worked in small cycles, validating in an iterative and incremental manner, which was key, as bringing creative concepts to front-end is an extra challenge, and in this case, by including the technical team in the ideation and creation process, they were able to contribute their vision.

Do you need to bring a creative idea or concept from your company or brand to the digital realm?

At Runroom, we speak the digital language and know how to translate the essence of something abstract into the concrete with the right team and technology. We know how to create a visual narrative in aspirational and creative projects that aim to move users, and if that's what you need for your project, we'd love to accompany you!

Write to us at [email protected] and let's discover together the best way to tell it.