Madrid, España

Luceral, DJ at the Samsung EGO Showroom, MBFWM 2017–2019

Published by Luceral · Published 13 November 2026

Archive photograph of Luceral from her website, not taken at the Samsung EGO Showroom

Archive photograph of Luceral. It was not taken at the Samsung EGO Showroom or Mercedes-Benz Fashion Week Madrid.

Between September 2017 and January 2019, Samsung and the trade press name Luceral as DJ of the Samsung EGO Showroom across four editions of Mercedes-Benz Fashion Week Madrid. She provided the music for the brand’s space in the Cibelespacio at IFEMA, not for a runway show. Here are the sources, their limits and practical points on music for a stand.

What was the Samsung EGO Showroom in the Cibelespacio?

In 2017 Samsung was marking its ninth consecutive edition at Mercedes-Benz Fashion Week Madrid with two initiatives. One was the Samsung EGO runway for young talent, with shows on a single day. The other was the Samsung EGO Showroom: a space in the Cibelespacio at IFEMA where emerging labels, fifteen per edition according to the releases, displayed and sold their collections.

Alongside the collections were Samsung devices and activities such as Gear VR virtual reality and sessions with the Galaxy Note8. Invitations to the Cibelespacio were handed out at Samsung’s counter in Hall 14.1 of IFEMA while capacity lasted.

Samsung — Samsung EGO Showroom, September 2017 (Spanish) · Samsung — Samsung EGO Showroom, January 2018 (Spanish)

Four editions, from September 2017 to January 2019

The first reference is Samsung’s release of 7 September 2017, which announces the showroom for 15–19 September and lists Luceral among the “SMARTgirl DJ’s” providing the music for the space. On the 15th, the first day of that edition, a second Samsung release named her again.

For 25–29 January 2018, Samsung wrote that its SMARTgirl DJs, Luceral among them, would provide the music in the space. For 7–11 July, Periódico Publicidad reported that visitors to the stand would hear music from the SMARTgirl DJs, again including Luceral, and on 9 July the Coolhunting in Madrid blog wrote that she was once more providing the Cibelespacio’s soundtrack.

The fourth reference is Samsung’s release of 17 January 2019, for the edition of 24–28 January, with a stand styled as a French boutique. Samsung again named Luceral among the space’s DJs.

Samsung — Samsung EGO Showroom, September 2017 (Spanish) · Samsung — SMARTgirl at MBFWM, 15 September 2017 (Spanish) · Samsung — Samsung EGO Showroom, January 2018 (Spanish) · Periódico Publicidad — Samsung EGO Showroom, July 2018 (Spanish) · Coolhunting in Madrid — MBFWM report, July 2018 (Spanish) · Samsung — Samsung EGO Showroom, January 2019 (Spanish)

What these sources do not show

Every reference places Luceral in the showroom, Samsung’s brand space. None links her to the Samsung EGO runway or to any designer’s show, and neither does this article.

The sources should also be read for what they are. The Samsung releases and the Periódico Publicidad piece were published before each edition or on its opening day and announce a programme; the Coolhunting in Madrid post was written while the July 2018 edition was under way. None gives set times, recordings, track lists, sound equipment or audience figures, and none is added here.

Music for a brand space: long hours and peak moments

What follows is general guidance for brands with a showroom or stand at a fashion week or trade fair, not a description of Samsung’s space. A brand space is neither a party nor a runway show: it opens for long hours over several days, with visitors who arrive, browse, try something and leave.

Divide the day into ambient stretches, where the music supports the space without demanding attention, and peak moments: the opening, a press visit, the busiest hour or a closing celebration. Marking them on a shared schedule lets the DJ pace the energy instead of keeping it flat all day.

If the stand runs its own presentations (product demonstrations, interviews, photo sessions or a workshop), the music needs to know when to drop back or stop. The PR team should share the day’s agenda and name one person to call each start and finish, as with a running order.

Volume, conversation and who supplies the sound

People talk in a showroom: a garment is explained, a sale is closed, a journalist is looked after. Agree a reference volume for conversation areas and place the booth so the music does not compete with the counter. In a shared hall the organiser may set its own limits, and neighbouring stands will be playing too.

Put the technical side in writing before the booking is confirmed. The DJ’s rider sets out the booth equipment; the stand builder or audiovisual supplier should state which speakers, mixer and monitors they provide, who installs them and who responds if something fails. The artistic service and the sound supply are separate items: neither is included in the other by default.

Plan the shifts too: on a long day, whoever is playing should know when they start, when they rest and how that break is covered.

How to enquire about Luceral for a brand space or fashion event

To discuss a project, use the booking form on the website and choose the closest event type, such as luxury brand activation or fashion runway show. Give the dates, venue, the space’s opening hours and the moments to cover: daytime ambience, presentations, a press visit or a closing party.

Add musical references, the production or agency contact, the stand plan and the sound equipment supplied with the build. The editions cited here document past work; they do not imply future availability or a fixed fee, both of which are confirmed case by case.

What to send when planning music for a stand

Event, venue, dates and the space’s opening hours on each day.
Ambient stretches and peak moments: opening, press and closing.
The stand’s own presentation schedule and who calls each cue.
Reference volume, booth position and the hall’s own rules.
The DJ’s rider, the sound supplier and who installs and responds.

Questions about Luceral and the Samsung EGO Showroom

What did Luceral do with Samsung at Mercedes-Benz Fashion Week Madrid?

Samsung and the trade press name her as DJ of the Samsung EGO Showroom in the Cibelespacio at IFEMA in September 2017, January and July 2018 and January 2019. She provided the music for the brand’s space.

Was she involved in the Samsung EGO runway shows?

The sources consulted do not link her to them, only to the showroom, a separate space from the young-talent runway that Samsung also sponsored.

Are there recordings of those sessions?

The linked sources contain no recordings or track lists. Luceral’s official sets illustrate her sound, but they are not presented here as sessions from the showroom.