Amazon House

Client: Amazon Fashion & Sports

Barcelona/ Mas Cabanyes

Amazon asked Live Union to help reimagine how Amazon Fashion built senior relationships with premium fashion and lifestyle brands. The result was Amazon House: a retreat-inspired brand partner experience designed to shift perceptions, deepen understanding and create better conditions for commercial conversations.

Launched in Madrid in 2024 and evolved in Barcelona in 2025, Amazon House transformed a conventional meeting format into a premium relationship experience. Live Union developed a multi-room house concept that allowed attendees to explore Amazon's wider offering at their own pace: bringing capabilities including Fashion, AWS, Twitch, Shipping, Ads, Prime Video and Amazon Music to life through content, hospitality and hands-on discovery.

The first edition at Monteverdi Arts Club established the format, using an elegant private members' club setting to challenge preconceptions of Amazon Fashion and create a more intimate environment for senior brand conversations. In 2025, the format evolved at Mas Cabanyes in the Catalonian hills, leaning further into a retreat-style experience with thought-leadership sessions, wellness moments, outdoor networking, a communal dinner and an intimate performance from Spanish artist Judeline.

The event grew from 82 attendees across 17 brands in 2024 to 108 attendees representing 37 brands in 2025. Attendee feedback validated the approach, with Amazon Fashion and Sports scoring 4.17 out of 5 as a credible fashion and sports retail destination. Amazon House has successfully positioned Amazon Fashion & Sports as a credible strategic partner within the European fashion and sports retail landscape, now expanding into a third year with a larger audience and continued focus on premium relationship-building.