Dazed100
I'm Albert Rei, a multidisciplinary creative born in Barcelona in 1999 with a clear goal: to reform the Barcelona cultural scene inspiring the new generation. Director of the digital creative department at Vampire Studio (Primavera Sound), founder of the Holics Network collective, director of the Holics Takeover party at the Razzmatazz club, designer, DJ and producer. I try to be the representation of the concerns of the new generation: to express ourselves through a wide variety of creative disciplines to forge an open, equal, varied and rich cultural scene.
As head of the digital creative department at Vampire Studio, I've worked on a wide variety of projects with brands such as Adidas, CUPRA, Google, Real Madrid, Aitana, Rosalía, Boiler Room and many more. My goal in these projects is very simple: to help brands communicate in a truthful way with the new generations, giving them an authentic role both inside and outside our festival: Primavera Sound.
These are some of my favorite recent projects:
When we showed the world that CUPRA & Rosalía had collaborated, winning an “El Sol” international award for Best Integrated Campaign.
When we presented the new Adidas Originals kit with Real Madrid through a unique event in the most spectacular soccer stadium in the world: the Santiago Bernabeu.
When we did an unexpected showcase with Ralphie Choo at the Boiler Room X CUPRA stage at Primavera Sound 2024.
Besides my work at Vampire Studio, I am one of the founders and members of the collective Holics Network: an irreverent union of young artists from Barcelona that through music and parties has managed to shake up the Spanish underground scene.
Through the union of music and fashion, we try to represent the dream of a generation that aspires through design and music to a better, open and equal life. Whether it's presenting an album with a fashion runway or releasing a 10-song album with 10 video clips with a story, our soul is to try to break barriers by joining forces with local artists.
As a DJ and producer, I have fused the international electronic music that has inspired me with the local scene, contributing to a subgenre that explores new sounds by joining them with characteristics of our city and our language.
The electronic music that inspired me as a child is the common thread of my DJ sets and my music productions, with which I seek to transmit to those young people on the dancefloor the joy that changed my life and inspired me to dedicate it to the creative world.
Our party, Holics Takeover, is one of the mandatory stops in Barcelona's underground nightlife. My role as founder, creative director and DJ has been to create a showcase of new, fresh and inclusive underground sounds.
This party has grown to become the flagship of Razzmatazz, the biggest club in the city, and to gather thousands of people every month. With posters that are fashion editorials, with new stage designs every season and with the most representative underground guest artists of the scene, Holics Takeover is our space to inspire, create and dance the way we like: our way.
It is difficult to summarize so many years and projects, but I can tell you what they have all had in common. They have made me proud to represent the youth of Barcelona, one of the most open and culturally rich cities in the world, and to contribute every day to its youth by creating music, spaces, campaigns and experiences that can inspire them as much as they inspired me.
Companies
Adidas Group
- Fashion and Textiles
Google
- Technology
Boiler Room
- Music
