Culmia challenges a group of celebrities with a number of tests in several of its developments

29 of February of 2024

29 February 2024

- Jorge Fernández, Fran Perea and Miki Nadal, guided by Luján Argüelles, carry out a series of tests focused on gastronomy, décor and humour.

- Culmia Challenges' is already the third special action organised by the developer with celebrities to position the brand as a model in disruptive actions in the real estate sector, linking celebrities and experiences related to its assets.

• The action was launched yesterday evening at Madrid's Teatros Luchana, in an experiential format simulating a film première.

29 February 2024 - Culmia, the real estate platform that brings together all the housing solutions on the market, yesterday presented Culmia Challenges, a new special action organised by the company that strives to link celebrities with experiences related to its developments.

Jorge Fernández, Fran Perea and Miki Nadal, guided by Luján Argüelles, were the stars of these actions that took place in the developments: Culmia Essència Sarrià in Barcelona, Culmia Ciencias Park in Seville and Culmia Atalía Urban, located in Gijón. The celebrities tackled three challenges in each of these locations that familiarised the spectators in a relaxed atmosphere with the characteristics of the homes, communal areas and environment that these developments offer.

Master of Ceremonies Luján Argüelles welcomed each celebrity and presented them with the challenge they had to face in each of the Culmia developments. After carrying out the challenges, a Culmia panel of judges rated them.

The first event was the Gastronomy Challenge. Jorge Fernández, a well-known former basketball player, model, actor and presenter of the programme La Ruleta de la Suerte, had to make a dish with ingredients chosen by spinning a roulette wheel. The culinary experience took place in the Culmia Essència Sarrià development, located in uptown Barcelona, which has 12 exclusive homes with two to five bedrooms, terraces, penthouses with a solarium and communal swimming pool.

The second event was the Decoration Challenge. Fran Perea, actor and singer, had to decorate the living room of one of the homes on the condition that the style had been previously chosen by social network users and had to stick to a budget of €2,000 to buy everything necessary in the East Seville district, where the Culmia Ciencias Park development is located. This consists of 239 one- to four-bedroom homes that come with a parking space and storage room. What's more, the development has a Social Club space, Kids Space, Co-working Space, communal swimming pool, children's area and Cardioprotected space. It has been designed with a modern, energy-saving residential home in mind.

Miki Nadal, comedian, presenter and actor, took on the Humour Challenge. He had to come up with a routine inspired by all the experiences one has in a house and give a performance on a small stage created in the show apartment of the Culmia Atalía Urban housing development, located in Gijón, a stone's throw from the Poniente and Arbeyal beaches, where Culmia has another development with the same name. This development, consisting of 53 homes distributed over four floors and ground floor apartments with balconies overlooking an interior courtyard, has three-bedroom properties and the highest A energy rating.

According to Cristina Ontoso, Sales and Marketing Director of Culmia, “Culmia Challenges adds to the already differentiated special actions that we carry out to give visibility and continue to position the brand and the company. At Culmia we like to innovate, create experiences and have the best ambassadors to expand our audiences and raise awareness of our product".

The action was presented yesterday at the Luchana Theatres in Madrid, which was attended by the celebrities who tackled the challenges and public figures from the real estate sector. In an experiential format, simulating a film première, presenter Luján Argüelles interviewed each of the celebrities and had the opportunity to share experiences with them. The event continued with an activity to give visibility to each challenge through competitions and experiences.

‘Culmia Challenges' strives to generate brand visibility and maintain the company's already-acquired positioning. To this end, an ambitious dissemination plan has been drawn up to raise awareness of each challenge.

This is the third special action Culmia has organised to position its brand. The previous two were ‘Vitamina Home’, a project carried out in conjunction with the interior design firm VG Living as part of Casa Decor, as the first developer to achieve this milestone. The two current trends in interior design were embodied in one apartment: the identification of the home as a space of happiness and the rational use of space, all with the hallmark of Culmia's attributes. The second action was ‘Culmia Fest’: a series of musical experiences comprising acoustic concerts featuring Carlos Baute, Antonio Carmona, Chenoa, Manu Tenorio and Mikel Erentxun, and organised in its show apartments and sales offices.