Amazon Spain Reinvents Black Friday with Groundbreaking Multi-Experience Event at Carola Morena
Amazon Spain kicked off its Black Friday campaign with an exclusive event at Madrid’s iconic Carola Morena nightclub, transforming the venue into a multi-experiential universe where technology, music, and interaction merged to create an unforgettable night. Glam Cam had the honor of participating with its innovative Bullet Time 180º Light Painting installation, which became the undisputed star of the event
An Event Designed to Amaze
Amazon deployed an experience circuit at Carola Morena designed to immerse guests in the Black Friday spirit:
Flight simulators to experience «express deal» adrenaline
Fluorescent makeup that glowed under UV lights, creating futuristic looks
Live music with DJs setting the evening’s atmosphere
Interactive zones featuring Amazon’s latest devices (Echo, Kindle, Fire TV)
But without doubt, the installation that stole the show was the 180° Glam Cam Light Painting – an experience that transported attendees to The Matrix universe by combining light art with cutting-edge technology.
Glam Cam Light Painting 180º: Live "Matrix Effect"
This installation, also known as Bullet Time, recreated the famous time-freezing effect from The Matrix movies but with an artistic twist:
24 DSLR cameras arranged in a 180-degree arc
Simultaneous triggering to capture motion from all angles
Real-time Light Painting integration
Dark background to enhance the light trails
The result was a 180º video where guests appeared frozen in time, surrounded by floating light figures that seemed to hover in mid-air.
Key Features:
Bullet Time Technology: Matrix-inspired frozen moment effect
Multi-Angle Capture: 24 high-resolution DSLRs for full immersion
Light Art Fusion: Combines time-freeze with dynamic light painting
Cinematic Output: Creates shareable, museum-quality digital art
The Process: Technical and Artistic Magic
Setup: The cameras were synchronized via a centralized system to trigger simultaneously.
Capture: Participants posed while a light painter created luminous figures around them.
Processing: Specialized software merged the 24 shots into a seamless sequence.
Instant Delivery: Attendees received their video via email in under 1 minute.
Key Technical Details:
Precision Synchronization: All 24 DSLRs fired at the exact same moment
Live Light Art: Professional light painters crafted dynamic designs in real time
AI-Assisted Stitching: Advanced algorithms created buttery-smooth transitions between frames
Blazing-Fast Rendering: Cloud processing enabled near-instant sharing
Influencers and celebrities fall for Light Painting
The event brought together Amazon employees, celebrities, and influencers, many of whom shared the experience on their social media:
María Pombo showcased the entire process in her stories, highlighting the «mind-blowing» result.
Other guests posted videos using the hashtag #AmazonBlackFridayExperience, which became a trending topic in Spain.
The highest-rated experience of the event
At the end of the night, attendees voted for their favorite activities using tablets distributed throughout the venue. The Glam Cam Light Painting 180º was crowned the standout installation, surpassing even flight simulators and gaming zones.
Why did it succeed?
Surprise factor: Few expected to see themselves “frozen” in a Matrix-style video.
Personalization: Each participant received a unique creation.
Virality: The format was perfect for social media.
Amazon’s Recognition and the Future of Experiential Retail
Amazon showcased with this event that Black Friday is no longer just about deals but about creating memorable moments that emotionally connect with the audience. The focus on immersive technology, like the Glam Cam, highlights a key trend:
Retail as a spectacle: Events that blend products, art, and technology.
The importance of shareable content: Experiences designed to be shared on social media.
For Glam Cam, this project solidifies its position as a leader in event technology, capable of transforming spaces into otherworldly stages.
What's next?
After the success of this edition, Amazon is already planning to repeat the format in future events, while Glam Cam is working on new evolutions of its Light Painting 180º… Perhaps with augmented reality?
