HENNESSY CLUB AT DTMF WORLD TOUR BY BAD BUNNY: HOW A POP-UP CAN IMPROVE THE PERCEPTION OF A LIVE EVENT
For years, Bad Bunny was underestimated because of the genres he came from. Latin trap and reggaetón were often treated as niche or secondary to the English-language mainstream, despite their massive cultural influence. While critics and industry gatekeepers were slow to recognize the artistic depth and global reach of his music, Bad Bunny continued to build a movement rooted in Puerto Rican culture, Spanish-language storytelling, and unapologetic authenticity.
Today, the landscape has changed. Bad Bunny is no longer being asked to fit into the mainstream; as he assured in “NUEVAYoL”, he is THE mainstream: “¿Cómo Bad Bunny va a ser rey del pop con reggaetón y dembow?” (“How can Bad Bunny be the king of pop with reggaeton and dembow?”). His rise from a SoundCloud artist in Latin trap to one of the world’s biggest cultural figures has forced the industry to acknowledge the power of the genres that shaped him. The fact that brands like Hennessy now seek major partnerships with him as the global face of campaigns and tours is more than a business deal; it’s recognition that the culture he represents has become impossible to ignore.
That recognition takes physical form in Madrid, where Hennessy is bringing a piece of Puerto Rico to the Spanish capital through an immersive experience designed around Bad Bunny’s world. Timed to coincide with his 10 concert dates in the city, the brand has transformed the venue entrance into a cultural meeting point that feels less like a promotional activation and more like a celebration of identity.
Known as the Hennessy Club, the exclusive pop-up space welcomes fans before each show and recreates the atmosphere, symbols, and communal spirit that define contemporary Puerto Rican culture. Rather than simply offering a place to gather before the concert, the experience invites visitors to step inside the universe that has inspired Bad Bunny’s music and creative vision.
Every detail has been carefully curated to evoke the visual language of Puerto Rico and the aesthetic references associated with the DeBÍ TiRAR MáS FOToS era. A white jeep, blue fans, a pool table decorated with the Puerto Rican flag, piraguas, and paper airplanes transform the venue entrance into an extension of the island itself. These elements are not presented as museum pieces but as living cultural symbols that encourage interaction, conversation, and participation.
Music remains the heartbeat of the activation. A live soundtrack inspired by Puerto Rico’s contemporary music scene accompanies the experience, creating an atmosphere that extends beyond the concert itself. It serves as a reminder that Bad Bunny’s success is not an isolated phenomenon but part of a broader cultural movement that continues to shape global music and popular culture.
The experience is completed by the Hennessy bar, where guests can enjoy two signature cocktails crafted with Hennessy V.S.O.P: Hennessy Passion and Hennessy de Coco. Inspired by tropical flavors, the drinks symbolize the dialogue between heritage and modernity that defines both Bad Bunny’s artistic identity and Hennessy’s approach to cultural storytelling.
More than a brand partnership, the Hennessy Club demonstrates how far Puerto Rican culture has traveled without losing its essence. What was once viewed as a regional movement has become a global force capable of transforming spaces, shaping conversations, and bringing communities together across continents. In Madrid, thousands of miles from the Caribbean, fans will not simply attend a concert; they will step into a cultural experience that reflects the impact of an artist who never abandoned his roots, and a culture that the world can no longer overlook.
How lucky we were to experience "Un Verano Sin Ti" live as the exclusive song for the date on which we were able to attend the concert of Bad Bunny in Madrid. Long live the cocktails they gave us to try at Hennessy Club because we're still thinking about them!
Words by @alraco43