Global sports innovation center by Microsoft

GSIC

While working with Momentum – McCann I collaborated in the creation of space, concept and image of Microsoft Global Sports Innovation Centre. Within its international strategy to promote technological research and development in different areas of the company, Microsoft has different innovation centres (MIC) worldwide. For the first time they have chosen sport as concept and welcomes entrepreneurs, start-ups, universities and institutions around the world.

The centre, located in Madrid, has a floor open to the public with the latest technological innovations applied to sports. Visitors can interact in the fitness area with technology ‘wearables’ like Microsoft Band, feel the experience of hitting a ball in a stadium as a professional footballer, enjoy exhibitions, and a F1 car. The other floors are for training, events and a laboratory of ideas for start-ups.