Interactive experiences at the Espacio Movistar on Gran Vía in Madrid

Technology at Telefónica's Espacio Movistar in Gran Vía

During the remodeling of its iconic building located at Gran Vía, 28, Telefónica and TBS trusted DeuSens to design and develop a series of interactive experiences that would offer users a unique immersion into the world of technology. Within the framework of Telefónica's centenary in 2024, the project's main objective was to humanize technology and reinforce the company's brand strategy, placing the user at the center of the experience.

With this approach, DeuSens created several interactive experiences that combined technological innovation with direct interaction with the public. These interactives were installed on totems distributed throughout the space, offering visitors a tour of the world of sports, entertainment and science fiction, while highlighting the services and content offered by Telefónica through its Movistar+ platform.

Interactive experiences designed for all audiences

The experiences developed by DeuSens covered different types of interaction, offering a range of activities designed to entertain and surprise visitors to Telefónica's Espacio Movistar.

• Fateful spot: This experience allowed users to visualize penalty kicks from LaLiga matches and try to guess the trajectory of the ball. With an intuitive and straightforward interface, the challenge focused on the user's knowledge and prediction skills.

• LaLiga Oracle: Here, users could relive key plays from LaLiga matches and predict their outcome by choosing from four options. This dynamic provided an entertaining experience for soccer fans.

• King of touches: Thanks to Augmented Reality, visitors could see their image reflected on the screen, simulating that they were touching a virtual ball. This experience allowed a direct and playful interaction with technology.

• The infinite stadium: In this experience, users could select their favorite sports competition among those broadcasted by Movistar+ and see their image appear on screen holding the cup of the competition. Once on screen, they could simulate lifting the trophy as champions.

• Wookiee Metro: Inspired by the famous Star Wars saga, this experience challenged users to imitate the sound of the Wookiees. The system evaluated the imitation and awarded a score based on the fidelity with the voice of these characters.

• Yellowstone Experience: With the premiere of the first part of the fifth and last season of the Yellowstone series, we developed two experiences to introduce users to its universe and make them feel like cowboys of the series for a day by participating in two interactive games; the first in which they had to demonstrate their skill throwing the lasso and the second in which they had to demonstrate their aim by shooting cans.
   
   

   

Innovation that revolutionizes the shopping experience

The series of interactives installed in Telefónica's Espacio Movistar not only provided entertainment, but set a new standard in the way physical stores can use technology to enhance the customer experience. Telefónica and TBS, in collaboration with DeuSens, created an environment where digital interaction and user experience intertwine to strengthen the relationship with the public and create a lasting emotional impact.

This innovative proposal by DeuSens managed to humanize technology, making customers interact with the brand in a playful, memorable and fully immersive way. Through these experiences, Telefónica not only promoted its Movistar+ services, but also revolutionized the way users perceive and experience technology in its physical spaces, transforming its store in the Espacio Movistar on Gran Vía into a benchmark for technological innovation applied to retail.