The Barcelona jewelry firm Tous is approaching the world of music through sponsorship agreements with the Primavera Sound and Mad Cool festivals, to be held in Barcelona and Madrid, respectively, from June 2 to 12 and from July 6 to 10.

In both events, Tous will install «immersive» pop up stores where the public will be able to purchase the brand’s summer collections. In addition, the ephemeral stores will feature piercing and makeup studios, as well as play areas and photocalls.

«Through these sponsorships, Tous defines a new territory of brand association with the aim of connecting with new audiences,» the brand stressed in a statement.

As part of these alliances, the brand will also present its «Made of sound» campaign, inspired by the world of music (the recognizable bear of the firm is multiplied by seven to form a band of anime aesthetics) and that also translates into a collection of jewelry and accessories.

Tous was born in 1920 and is currently present in 46 countries with more than 700 stores. Led by the Tous family and 22.5% owned by Partners Group, it closed 2021 with a growth of 37% compared to the previous year and a turnover of 384 million euros.