On October 3rd, Carmelo Zappulla, founder of External Reference, takes part in ModaHub, the event organised by FashionLAB at Casa CUPRA Raval Gallery in Barcelona. From 12:30h to 13:30h, he delivers the talk "Spaces That Build Brand," addressing how physical space shapes brand identity beyond product display, a line the studio has developed across a number of experiential retail projects.

The talk sits within a programme bringing together fashion, technology, and innovation through conversations with designers, creatives and industry professionals. For External Reference, the invitation extends a line of work already visible in projects such as WOW Concept in Madrid, La Manso in Barcelona, Pinko in Rome, or Presentedby worldwide, where materials, lighting and spatial narrative are treated as an active extension of brand identity rather than a backdrop to it.