What Páramo LAB does

Páramo LAB (legal name: PROMO PÁRAMO S.A.S.) is a Colombian creative agency and event production company headquartered in Bogotá that designs and executes brand experiences, events, activations, audiovisual content, and interactive installations for global and local enterprises. The company originated as the innovation laboratory of the team behind Festival Estéreo Picnic, the largest private festival in Colombia and one of the largest in Latin America, and now serves clients across beverages (Budweiser, Corona, Stella Artois, Bacardí, Johnnie Walker, Tanqueray & Buchanan's), fashion and technology (Adidas, H&M, Huawei, IQOS), food (Alpina, Bonyurt), media (Caracol TV), toys (Hasbro), and institutional finance (Inter-American Development Bank).

The company's service portfolio spans three operational pillars: large-scale festivals (Festival Estéreo Picnic, Corona Sunsets across 7 Latin American cities, Knotfest, Oktoberfest for Club Colombia), brand activations and launches (Adidas FEP, BudXDomo, H&M/Giambattista Valli, Huawei Y9S, Johnnie Walker x Adidas, Frites Artois by Stella Artois), and digital event platforms (Unión Festival Digital with Caracol TV and UNICEF, Festival Estéreo Picnic Online, Transmisión for live concerts, PlayCamp for Hasbro). Underlying capabilities include in-house creative direction, 2D and 3D design, copywriting, technical staging and production, audiovisual production, and digital platform development. Pricing is project-based with custom quotes; no public pricing model is disclosed.

Revenue is generated through professional services fees across event production, creative agency services, brand activations, and digital event production streams. The go-to-market model is direct B2B engagement from the Bogotá headquarters, supplemented by a portfolio-driven content marketing approach via the company's website, Reel, and social channels. The company is privately held (S.A.S. structure, NIT 901.723.928-0), with no disclosed external investors, funding rounds, or parent company, and is led by Director Ejecutivo Giovanni Novella. No revenue figures are publicly disclosed.

Name

Páramo LAB

Legal name

PROMO PÁRAMO S.A.S.

Website

https://paramolab.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Páramo LAB is a Bogotá-based creative agency and event production company that designs brand experiences, festivals, activations, and audiovisual content for global enterprise clients across beverages, fashion, technology, and media.

Ownership category

akta.pro rank

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Event Organization and Production: Organization and operation of events (in-person/virtual), including festivals, concerts, activations, and brand experiences. Revenue generated through service fees for conceptualization, production, and execution of events.
2. Creative Agency and Advertising Services: Creative agency services including concept development, art direction, audiovisual production, graphic design (2D and 3D), copywriting, and merchandise design. Revenue from agency service fees for brand strategy and creative execution.
3. Brand Activations: Brand activation services including product launches, experiential marketing campaigns, and brand presence implementations. Revenue generated through activation project fees and sponsorship facilitation.
4. Digital Events and Virtual Experiences: Creation and production of digital events, virtual universes, and online experiences including streaming services and digital content creation. Revenue from digital event production services.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Páramo LAB (legal entity PROMO PÁRAMO S.A.S.) is a Bogotá-based creative agency and event production company that designs and executes brand experiences, festivals, brand activations, audiovisual content, and interactive installations for enterprise brand clients. The firm combines concept development, art direction, technical production, 2D/3D design, copywriting, and digital experience creation to deliver end-to-end experiential marketing projects.

Product overview

Páramo LAB is a creative and experiential marketing agency (legal name: PROMO PÁRAMO S.A.S.) that combines creativity, music, technology, and design to create brand fans. The company operates a portfolio of experiential products organized around three pillars: (1) Large-scale festivals including Festival Estéreo Picnic (the largest private festival in Colombia and Latin America), Corona Sunsets (7 cities), Knotfest, and Oktoberfest; (2) Brand activations and launches for clients including Adidas, Budweiser, Huawei, H&M, Johnnie Walker, IQOS, Bacardí, Caracol TV, Alpina, Stella Artois, Tanqueray, and Buchanan's; and (3) Digital events including Unión Festival Digital, Festival Estéreo Picnic Online, Transmisión, and PlayCamp. Additional services include audiovisual production, art direction, and merchandise design.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Organization and Production End-to-end conceptualization, planning, and execution of in-person and virtual events including festivals, concerts, and large-scale brand experiences for enterprise clients across Latin America.
• Creative Agency and Advertising Services Strategic creative services including concept development, art direction, copywriting, 2D and 3D graphic design, and brand campaign ideation for enterprise clients.
• Brand Activation Services Experiential marketing activations and product launch installations for enterprise brands, including custom structures, immersive experiences, and on-site product personalization systems.
• Digital Events and Virtual Experiences Production of digital events, virtual universes, online festivals, and streaming experiences including dedicated digital platforms for live performance and audience engagement.
• Audiovisual Production Services Creation of audiovisual pieces, video content, and multimedia assets that support brand campaigns, festival identities, and editorial content for client brands.
• Merchandise Design Services Design of merchandise and branded items for festivals, music events, and brand campaigns executed for client brands.

Named customers19 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• UNICEFcoreStrategic or Co-development Partner · 1 January 2020Páramo LAB collaborated with Caracol TV to develop 'Unión Festival Digital,' the first online festival during the pandemic, raising funds for children in Colombia through UNICEF. The company handled production, editing, and mixing for all digital festival shows.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Regional players

• LLYC: LATAM-focused communications, marketing, and events agency serving enterprise brands across the region. Comparable in regional client roster and creative + event capabilities, though broader in scope beyond experiential.
• Auge Marketing: Latin American experiential marketing and brand activation agency based in Argentina with regional footprint. Most direct regional comparable given overlapping geography and similar activation-led service offering.

Direct peers

• MKG: Creative experiential agency that designs and produces brand experiences, events, and activations. Direct comparable in service mix and target customer base of global brand marketers.
• Jack Morton Worldwide: Global experiential marketing agency specializing in brand experiences, events, and activations for enterprise clients. Closely comparable in combining creative concept, event production, and brand activation for global brands.
• George P. Johnson Experience Marketing: Large global experiential marketing agency producing brand experiences, events, and immersive activations. Comparable in offering end-to-end creative and production services to enterprise brands.
• Brand Activation House: Experiential agency focused on brand activations, product launches, and live event campaigns for global brands. Direct peer in core service offering and enterprise customer profile.

Broad incumbents

• Momentum Worldwide: Global experiential marketing agency within the IPG portfolio, delivering brand experiences, events, and design at scale. Broader incumbent with wider geographic footprint and network resources.
• GMR Marketing: Global experiential agency with deep sports, music, and entertainment partnerships producing live events and brand activations. Comparable in festival/event production capabilities for major consumer brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC3QelXdK26tzG1XQZcXp9kQ
• Facebookfacebook.com/paramolab
• LinkedInlinkedin.com/company/paramolab
• Instagraminstagram.com/paramolab

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Páramo LAB