Are you looking for a creative space to share experiences and generate synergies? Get to know Vermut Club

Lab Creative Studio, a creative agency that was established in Poblenou in 2024, is promoting a new initiative: the Vermut Club, a meeting point to share experiences, generate synergies and foster creativity among professionals from various fields. The company, which was founded a decade ago as a production company in El Masnou, has always been committed to connection and the exchange of ideas. Its founder, Irina González, argues that the responsibility of companies goes beyond their own area of action: "Companies cannot live isolated from the neighborhoods where they are and the society that surrounds them." For this reason, she assures that companies have the responsibility and the opportunity to "generate a real impact and become an agent of change.".

With Vermut Club, the agency presents a more ambitious proposal to be an agent of real change, opening a space where creativity and debate are the protagonists. In this sense, the new project transforms an internal tradition of the company into a proposal open to the public, with the aim of consolidating itself as a reference space for connection and inspiration.

Irina González explains that they started some time ago to make vermouths as an excuse to meet and share, with the aim of "stopping, talking, celebrating and connecting with each other." Over time, she realized that these meetings "reflected the way of doing and understanding" her work. And that is how the Vermut Club project was born, a broader space, open to clients, collaborators and any professional interested in connecting and being inspired, where the objective is not only to talk about ideas, "but to make things happen," says González. To do this, the promoter explains that they do not want these spaces to be just a conversation, "but for new initiatives, new projects and new collaborations between professionals from different sectors to emerge from there.".

Vermut Club: kick-off marked by female leadership

The first Vermut Club focused on female leadership in changing sectors. As an agency led by a woman, Lab Creative Studio aims to give a voice to leading professionals in their fields to share their experience in a friendly way. This first edition, moderated by Daria Shornikova, was attended by Montse Sogues, head of communications at the Circuit de Barcelona-Catalunya, an expert in communications in the motor sector – a traditionally male-dominated field; Míriam Porté, film producer, founder of Distinto Films and president of Mujeres Visuales, winner of the Gaudí award for best film and the Goya award for best short film; and Vanessa Hernández, head of the Children's Strategic Unit at 3Cat and member of Women in Tech Barcelona.

The event, held at Espai Itnig in Poblenou on Thursday 6 March to mark Women's Day, maintained a friendly and relaxed format, faithful to the essence of Vermut Club. The three guests explained their personal experiences and their role as leading women in their respective sectors. However, they ended up showing that they share a similar attitude of daring in the face of challenges to seek their own path.

On the one hand, Míriam Porté stressed the importance of the presence of women in the different sectors – although focusing on her own, the audiovisual sector – which incorporates "new perspectives to enrich the sector". Montse Sogues supported Porté's speech, adding that female leadership has changed in recent years. "In general, women are very empathetic and apply a more collaborative leadership," explained Sogues. And she added that "that is what has allowed us to break with that more masculine leadership, linked to hierarchical issues and a very personal and competitive leadership." For her part, Vanessa Hernández highlighted the importance of "promoting female digital entrepreneurship, and companies and start-ups led by women".

During the day, there was also participation and interaction from the public, where the debate focused on how to respond to men who are unable to see the inequality between men and women. Miriam Porté concluded that women "have already been reflecting on this for many years." company to a proposal open to the public

After this first edition, Vermut Club aims to become a regular event – ideally every quarter – coinciding with significant dates that give context to each meeting. Thus, Vermut Club aims to establish itself as a regular meeting, open to clients, collaborators and anyone interested in connecting, getting inspired and being part of a growing creative community. With this philosophy, Lab Creative Studio wants to consolidate Vermut Club as a reference space to promote creativity, transversal knowledge, informal conversations and the potential that is generated when experiences are shared in a relaxed atmosphere.

Admission is open and free, with prior registration to control capacity.