The Caldea spa complex in Andorra has unexpectedly found itself in the spotlight of the music industry. A music video for Julieta’s new single was filmed here, becoming not just a promotional move but an attempt to rethink the perception of space and emotion through music and architecture. This approach could change how we view traditional leisure destinations, transforming them into venues for creative experiments and cultural events.
The video, directed by Alba Ricart, makes use of not only the natural and architectural features of the complex, but also its unique atmosphere. Lagoons, saunas, and uncommon halls—all became an integral part of the visual storytelling, where every shot highlights the idea of total immersion in the moment and harmony with oneself. As a result, viewers get more than just a music video—they experience a fusion of architecture and emotion.
The project organizers emphasize that choosing Caldea was no coincidence. The ‘Fluye’ concept at the core of the brand fits perfectly with the song’s message: to live life to the fullest, not missing a single detail. This is not only a marketing move but also an effort to broaden the audience and show that a modern spa is not just a place to relax, but a space for creativity and new experiences.
Creativity and collaboration
The making of the video clip was the result of collaboration between several creative teams. A creative agency and a production company affiliated with a renowned music festival joined forces to create a unique product. This approach not only attracts attention to the new release, but also strengthens Caldea’s position as a modern cultural center.
Special attention was paid to details during filming: lighting, water reflections, and the play of shadows on the building’s walls. All of this helped create an atmosphere where music and space complement each other. For the viewer, it’s a chance to see the familiar spa from a new perspective, and for Caldea, an opportunity to make itself known on the international stage.
The unusual choice of location and bold visual decisions may set an example for other brands looking to go beyond standard advertising. In a highly competitive entertainment and tourism market, such projects can help a company stand out and attract new audiences.
Emotions and architecture
In Julieta’s video, Caldea’s architecture becomes not just a backdrop, but a true participant in the action. The complex’s spaces are used to convey the moods and meanings embedded in the song. This allows viewers not only to hear the music, but to experience it through visual imagery.
Filming took place in various zones of the complex: from spacious pools to intimate halls with unusual geometry. Each element of the interior was selected for its ability to enhance the emotional impact. This approach sets the video apart from standard music videos, where the location usually plays a secondary role.
For Caldea, this is not only a way to draw attention to its services, but also an opportunity to demonstrate openness to new forms of public engagement. As traditional promotion methods lose their effectiveness, projects like this are becoming increasingly relevant.
Impact on the Industry
The release of a video shot in a spa complex could mark the beginning of a new trend in the entertainment and tourism industries. Combining art, music, and unique spaces opens new opportunities for brands striving to stand out from the competition. For viewers, it’s a chance to see familiar places from an unexpected perspective, and for artists, an opportunity to experiment with form and content.
In the future, such collaborations may become the norm, especially if they prove truly beneficial for both parties. For Caldea, it’s a chance to strengthen its image as a modern and innovative center, while for musicians, it’s an opportunity to create a truly memorable product.
Julieta is a contemporary Spanish singer known for her experiments with genres and visual concepts. Her work often transcends conventional pop music, blending elements of electronic, indie, and traditional Spanish music. In her projects, she frequently uses unconventional locations and collaborates with young directors, allowing her to stay at the forefront of current trends and attract a wide audience. Her latest music video, filmed in Caldea, is yet another testament to her pursuit of new forms of self-expression and audience engagement.
