International Launch of the Reacto — Merida Bikes

Merida Bikes aimed to internationally present its new Reacto model to specialized media, content creators, and official distributors from different countries. The challenge was not simply to organize a product presentation, but to design a complete brand experience capable of connecting with very different audiences while generating real commercial and media impact.

For the brand team, it was essential to find a venue that could create a premium experience aligned with Merida's international positioning, combine technical presentations, networking, and real product testing within the same environment, encourage natural and close interaction between press, dealers, and the technical team, ensure smooth operations throughout two weeks of events with different international groups, and provide a visually powerful setting to enhance content creation.

In addition, they needed a partner capable of adapting to a complex dynamic involving different schedules, attendee profiles, and logistical requirements, without losing consistency throughout the overall experience.

Bellver designed a fully customized experiential format, structured around different groups and dates to deliver a closer and more tailored experience for each type of guest. Over the course of two weeks, the Bellver team coordinated all spaces, timings, and services required to transform the launch into an immersive brand experience.

Guests arrived at Hotel Masía Bellver, where much of the informal networking and interaction between international teams took place.

The official presentation of the new Reacto was held in Umbral Hall, a space designed to create impact from the very first moment. Through audiovisual customization, the brand's interactive logo was projected onto the floor, while the lighting was adapted to Merida's corporate colors, creating a minimalist atmosphere where the product became the true protagonist. The format was designed to feel dynamic and approachable, combining technical content with more natural conversations between attendees and the product team.

The experience continued in Cuadras Hall, fully customized with visual brand elements for dinners and social gatherings, reinforcing the corporate identity throughout the entire stay. The VIP Lounge was specifically prepared for meetings and presentations aimed at international dealers, providing a comfortable and professional environment for more technical and commercial discussions.

One of the event's standout features was the series of test rides organized together with the Merida Bikes team. Attendees were able to test the new Reacto on carefully selected routes combining coastline, mountains, and low-traffic roads, turning the surrounding environment into an active part of the product experience.

The event brought together around 160 international attendees, including specialized media, content creators, official distributors, and the brand team. The group-based structure allowed for a much more personalized and efficient experience, encouraging higher-value conversations between attendees and the technical team.

The experiential format enabled media outlets and content creators to test the product under real conditions, generating authentic content and strengthening the international reach of the launch.

The combination of customized spaces, audiovisual technology, gastronomy, and natural surroundings helped consolidate a premium experience consistent with Merida Bikes' brand positioning. The event successfully transformed a product launch into a complete brand experience, where every space and every interaction contributed to strengthening the connection with distributors, media, and international partners.