SOMOS Experiences, a leading agency in Spain specializing in brand experience creation and production, begins a new chapter following its acquisition by a group of investors led by Jaime Castellanos and Joaquín Güell. The new owners take over from GPF Partners with the goal of driving fresh momentum and strengthening the company’s market position.
Founded over 35 years ago, SOMOS focuses on corporate and experiential projects and also designs and develops initiatives in the luxury sector and emerging trends. With offices in Madrid, Barcelona, Bilbao, and Málaga, a multidisciplinary team of over 300 professionals, and more than 800 projects delivered annually, SOMOS has become a strategic partner to some of the most prominent national and international brands.
Since entering the company in 2018, GPF has supported SOMOS’s management team through a period of steady growth, contributing to the professionalization of its structure and consolidating its leadership in the Spanish market. Over this time, SOMOS tripled its revenue, reaching €70 million, and expanded its value proposition into areas such as strategic consulting, creative direction, branded content, communications, and digital assets, while reinforcing its commitment to positive impact.
In line with this evolution, SOMOS has obtained key certifications including ISO 9001, 14001, 27001, and 20121 (specific to sustainable events), as well as B Corp certification, which recognizes companies meeting the highest social, environmental, and governance standards. These milestones reflect SOMOS's intent to align with the challenges of today and tomorrow.
Joaquín Güell will serve as Executive Chairman, alongside Jaime Castellanos, with the backing of a group of seasoned business investors. The current management team, led by CEO César González, will remain in place, continuing to uphold SOMOS’s vision, culture, and commitment to excellence. In Joaquín Güell’s words: “We join this leading project with great enthusiasm at a pivotal moment for the industry. We see growing professionalization, increasingly demanding clients, and a rapidly evolving environment that presents us with exciting new challenges and opportunities.”
Jaime Castellanos added: “This is a unique opportunity to grow an already established company and reinforce its leadership with new resources and ambition. Our goal is clear: to give a new boost to what is already the best platform in the sector—the best company and, above all, the best team, which is the foundation for everything that lies ahead.”
JB Capital, the law firm of Javier Albacar, and PwC advised the buyers in the transaction, while Uría Menéndez acted as legal advisor to the seller.
SOMOS Experiences thus enters a new phase with a clear vision: to bet on growth and continue delivering unique, memorable, responsible, and innovative experiences for the most demanding brands in the market.
About GPF Partners
www.gpf-partners.com
GPF Partners is a private equity firm founded in 2015 by Martín Rodríguez-Fraile, Ignacio Olascoaga, Lorenzo Martínez de Albornoz, and Guillermo Castellanos. The firm currently manages over €1.5 billion in capital across its GPF Private Equity and Inbest-GPF Real Estate funds, with investors from Spain, the U.S., Europe, and 15 Latin American countries.
About Joaquín Güell Ampuero
Joaquín Güell is an entrepreneur and investor with broad experience in the financial, media, and private equity sectors. He has held senior positions at Merrill Lynch, Santander Investment, Lazard, and Investindustrial, and served as managing director and board member of Grupo Recoletos. Throughout his career, he has led investments, corporate transformations, and strategic advisory projects across various industries.
About Jaime Castellanos
Jaime Castellanos is a businessman and investor with extensive experience in the financial, insurance, publishing, and professional services sectors. He has chaired companies such as Willis Towers Watson and Recoletos Grupo de Comunicación, and has served on the boards of several top-tier companies. He is currently chairman of Lazard Spain, Asterra, and Moove Cars, and participates as an investor in various business ventures, contributing strategic vision in transformation and growth environments.
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