What VEGA FACTORY does

VEGA FACTORY SL is a Madrid-headquartered event production and experiential design company that designs and delivers premium live events for enterprise and high-end private clients. Its portfolio spans large-scale corporate conferences (EDPR, Grunenthal, Astellas), festival production (Starlite Festival in Marbella), charity galas (Starlite Gala), media presentations (Spanish National Basketball Team), ephemeral architecture for trade shows (Domtar), and the Sublimotion gastronomic performance co-developed with Michelin two-star chef Paco Roncero. The company is a privately held Spanish limited company with three operational offices (Madrid, Barcelona, Ibiza) and a lean core team of approximately six employees, supplemented by freelance production crews. Notable technical capabilities include the application of augmented reality and mixed reality to gastronomy, experimental industrial tableware design developed over more than ten years, and the production of large-format stage designs (e.g., a 250+ m² curved screen inside a 10,000 m² venue for EDPR).

VEGA FACTORY generates revenue through project-based professional services, with custom pricing per engagement determined by scope, complexity, venue, technology integration, and duration. The go-to-market motion is consultative enterprise field sales, driven by a bilingual website portfolio of case studies and reputation-based referrals, with no self-serve or product-led growth channels. The Sublimotion brand and its associated sub-products (AR, mixed reality, experimental tableware, press conferences) represent the company's primary differentiating intellectual property and form a flagship around which the broader event production business is positioned.

The company is privately held with no institutional investors, no disclosed funding rounds, and no parent company, operating with minimal public financial disclosure. International work to date is limited (Astellas Riga, Latvia), with the primary market being Spain and Western Europe. Customer concentration is high given a portfolio of a small number of named enterprise accounts, and revenue is not publicly disclosed.

Name

VEGA FACTORY

Legal name

VEGA FACTORY SL

Website

https://vega-factory.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

VEGA FACTORY is a Madrid-based event production and experiential design company serving enterprise clients with premium corporate events, festivals, galas, and the Sublimotion gastronomic performance co-developed with chef Paco Roncero.

Ownership category

akta.pro rank

Product category

Live Event Production Services

akta.pro primary industry

Virtual/Hybrid Conference Production & Platform Management (THAHACAM)

Keywords

• Event production services
• Experiential marketing
• Corporate event management
• Live event design
• Immersive experiences

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Event Production Services: Project-based professional services revenue generated from designing, producing, and executing live events including corporate events, conferences, festivals, charity galas, press conferences, and private events. Revenue is earned through fixed project fees based on scope, complexity, and duration of each engagement.
2. Experiential Design & Technology Integration: Revenue from specialized design services incorporating technologies such as augmented reality, mixed reality, micro-mapping, and experimental tableware. These premium offerings are integrated into events for clients seeking differentiated experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

VEGA FACTORY is a Madrid-based live event production and experiential design company that designs, produces, and executes high-end corporate events, festivals, charity galas, conferences, press conferences, trade show stands, private events, and immersive gastronomic experiences. Its flagship offering, Sublimotion, is the world's first gastronomic performance, co-developed with chef Paco Roncero, blending haute cuisine with theatrical staging, micro-mapping, augmented reality, mixed reality, and experimental tableware design.

Product overview

VEGA FACTORY is an event production and live experience company offering a portfolio of distinct services. Their flagship product is Sublimotion, the world's first gastronomic performance, developed with Paco Roncero. Beyond this, they provide festival production (Starlite Festival), corporate conferences (EDPR, Astellas), charity galas (Starlite Gala), ephemeral architecture (trade show stands), private events, and media presentations. The Sublimotion brand encompasses several specialized sub-products including augmented reality for gastronomy, mixed reality dining experiences, and experimental tableware design. The company operates primarily in Spain with offices in Madrid, Barcelona, and Ibiza, serving both corporate and private clients across the events industry.

Differentiator

Problem solved

Functional benefit

Products and services

• Sublimotion Gastronomic Performance The first gastronomic performance in the world, developed in collaboration with chef Paco Roncero. A unique communication format that transforms the table into a theatrical setting, combining haute cuisine with technology and scenic arts. Targeted at premium diners, gastronomic establishments, and corporate hospitality clients seeking unprecedented immersive dining experiences.
• Starlite Festival Production End-to-end festival production at La Cantera de Nagueles in Costa del Sol, one of Spain's most important festivals. Includes production design, logistics, audience movement management, evacuation plans, artist coordination, backline changes, and installation maintenance for a month-long nightly event with international artists.
• Starlite Gala Charity Event Production Charity gala event production produced at the standard of large Hollywood events, featuring international celebrities such as Antonio Banderas and Eva Longoria. Includes production, stage management, staging, and protocol services for high-visibility charitable gatherings.
• Corporate Conference Production Full-service corporate conference production including creative concept, design, technical staging, stage management, and execution for large enterprise clients. Exemplified by EDPR's 10,000 m2 corporate meeting transformation with a 250+ m2 curved screen for corporate identity transmission.
• International Corporate Congress Production Corporate congress production focused on strengthening company values and fostering personal relationships among employees through meetings, workshops, gala dinners, and concerts across international locations (Mallorca, Riga).
• Pharmaceutical Corporate Event Staging Enhanced corporate event staging for pharmaceutical clients involving close collaboration with presenters and event managers across the creative process, including technicians, designers, writers, stage managers, and final rehearsals.
• Ephemeral Architecture / Trade Show Stand Design Trade show stand design and production with differentiating architecture, aesthetic presence, and live activities to position exhibiting companies in the minds of potential customers.
• Private Event Production Private event production focused on creating unforgettable experiences without commercial objectives, differentiating from corporate events by prioritizing attendee happiness over sales or motivation goals. Targeted at high-net-worth individuals and organizations hosting exclusive celebrations.
• Sports Media Presentation Production Media presentation event production for sports teams, utilizing theatrical effects such as shadow play to showcase player magnitude and power for team selection announcements.
• Press Conference Production Press conference production featuring micro-mapping, gastronomy, scenic cocktails, and culinary talent for impactful media launches of gastronomic and lifestyle concepts.
• Experimental Tableware Industrial Design Experimental industrial design of tableware pieces that transform the table into a stage, developed over more than 10 years. Functional for daily use but distinctive in presentation, providing new ways to enjoy group dining experiences in haute cuisine settings.

Quantifiable outcome

• One of Spain's most important festivals produced for a month with international artists performing nightly
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Paco RonceroflagshipStrategic or Co-development PartnerCollaborative development partnership with Michelin two-star chef Paco Roncero resulting in Sublimotion - the world's first gastronomic performance. This collaboration combines VEGA FACTORY's event production and technology capabilities with Roncero's culinary expertise to create a unique entertainment-dining hybrid format.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• MKG: Creative experience agency producing brand activations, immersive installations, and corporate events. Comparable in the integration of creative concept, technology (AR/VR), and large-scale event execution for premium clients.
• Sparks: Experiential marketing agency delivering brand experiences, corporate events, and large-scale productions for global brands. Comparable in target customers (enterprise/CMO budgets), creative direction model, and event-production scope.
• Jack Morton Worldwide: Global brand experience agency producing large-scale corporate events, festivals, and experiential campaigns. Highly comparable to VEGA FACTORY's core corporate-events, festival, and live-experience offering, with similar consultative project-based delivery.
• George P. Johnson Experience Marketing: Experience marketing agency specialized in corporate events, conferences, brand activations, and immersive experiences for enterprise clients. Directly comparable in serving multinational corporations with high-production-value live event programs.
• Bompas & Parr: UK-based studio specializing in experimental food design, immersive gastronomic experiences, and multi-sensory events. Highly comparable to VEGA FACTORY's Sublimotion concept: both fuse haute cuisine, theatrical staging, and technology into branded culinary experiences.

Broad incumbents

• Freeman: Large-scale event production and brand experience company serving trade shows, conferences, and corporate events worldwide. Comparable in event-production and staging capabilities, though much broader and more trade-show focused than VEGA FACTORY's experiential emphasis.
• GES (Global Experience Specialists): Event-production and exhibition-services company delivering large-scale corporate events, trade shows, and brand activations. Comparable in scale-driven event execution and ephemeral architecture (Domtar trade show stand), with a much broader portfolio.
• MCI Group: Global association, conference, and event management group with a large MICE practice. Comparable in corporate-conference and association-event production, particularly relevant given VEGA FACTORY's pharma (Astellas, Grunenthal) conference work.

Others

• Wolff Olins Live / OLIVER (Inside Ideas Group): Brand implementation and in-house agency network with experiential and event capabilities for global enterprise clients. Adjacent rather than directly competitive, but comparable in serving multinational CMOs with end-to-end brand experience delivery.

Regional players

• ElProfesional Events: Spanish corporate event and production agency operating in the domestic market with corporate and experiential events. Comparable as a regional competitor in the same geography, though typically serving mid-market clients rather than VEGA FACTORY's premium tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/vega-factory

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VEGA FACTORY