Madrid is a city that has always been considered as a welcoming and friendly place. The reason behind these facts come from the idea that the vast majority of the city’s inhabitants are immigrants coming, to a greater or lesser extent, from all over Spain. As a metaphor of this, the brand wants to represent Madrid as a city that “open its doors” to everyone. The brand makes reference to one of the most significant monuments in the city, La Puerta de Alcalá. Through the use of the arches that give shape to this monument, Madrid is represented as a sustainable place full of new opportunities, innovation, culture and good quality of life.
