• The immersive roadshow “The Chocolate Factory” received the Silver Award in the Tactical Activation category, which recognises campaigns focused on driving footfall and sales through innovative and strategic activities.

• In addition, the Bahía Sound music festival was named a finalist in the Brand & Tenant Partnerships category, which highlights collaborations between brands, public authorities and operators to create a unique space for musical and cultural engagement.

• The Solal Awards are European accolades recognising excellence in marketing within the shopping centre, retail and leisure sectors. They are organised by a non-profit entity and supported by the European Council of Shopping Places (ECSP).

Castellana Properties, a listed company specialising in the acquisition and management of shopping centres and retail parks in Spain and Portugal, has been awarded Silver in the “Tactical Activation” category at the 2025 Solal Awards for its innovative immersive roadshow “The Chocolate Factory”. Organised by a non-profit entity and supported by the European Council of Shopping Places (ECSP), these prestigious awards celebrate the most outstanding and creative retail marketing initiatives across Europe.

The “The Chocolate Factory” immersive roadshow was recognised in the Tactical Activation category, which rewards campaigns designed to increase footfall and sales. This innovative initiative was staged over three weeks at each of Castellana Properties’ six shopping centres in Spain — Bahía Sur, Los Arcos, El Faro, Habaneras, Puerta Europa and Vallsur — as well as at its retail park Granaita, achieving significant impact across all these retail spaces.

The roadshow featured an interactive exhibition designed by a master chocolatier, recreating the world of Willy Wonka. In addition, children’s workshops were organised, allowing young visitors to become expert pastry chefs, complemented by live performances bringing The Chocolate Factory characters to life.

The success of this initiative is reflected in the more than 350,000 visits recorded, along with over 7,100 participants in the children’s workshops. The event achieved an 8.32% year-on-year increase in footfall and received a customer satisfaction rating of 9 out of 10.

Cristina Macarrón, CMO of Castellana Properties, commented: "We are delighted to have received this international recognition. At Castellana Properties, we view shopping centres as vibrant spaces that go beyond retail, and we design campaigns that create memorable moments for families and friends, encouraging them to return. Marketing has always been a key element of retail and, for Castellana Properties, it is one of the core pillars in driving engagement within our centres, as demonstrated by the more than 320 activities we have carried out in our centres across Spain and Portugal over the past year. Marketing is a central pillar of our strategy, and we look forward to achieving further milestones that recognise our commitment to unique initiatives.”

Meanwhile, the Bahía Sound music festival was also named a finalist in the Brand & Tenant Partnerships category, which recognises successful collaborations between public authorities and the Bahía Sur shopping centre. The event has established Bahía Sur as a leading cultural venue in Cádiz, attracting renowned artists such as Myke Towers, C. Tangana, Leiva, Viva Suecia, India Martínez and Álvaro de Luna, among others. Running from May to September, Bahía Sound offers an all-encompassing experience that combines concerts, beach club, DJ sessions and a wide variety of leisure activities, all set against the stunning backdrop of Cádiz Bay.

The event is held in a venue spanning over 8,000 square metres, located within the Bahía de Cádiz Natural Park, creating a unique space for enjoying music and leisure. In addition to the concerts, Bahía Sound features a high-quality dining area, VIP zones, bars, merchandise stalls and relaxation areas.

This international recognition further strengthens Castellana Properties’ commitment to leading the sector with best marketing practices, focused on delivering unique, memorable and highly personalised experiences. These types of tailor-made campaigns, although more demanding, have a deep impact on visitor experience and loyalty, clearly distinguishing Castellana Properties through its ability to innovate and inspire through experiential marketing.