Unlocking the Potential: Brand Asset Development at 528 Ibiza

528 IBIZA - THE FREQUENCY OF LOVE

THE SPIRIT OF IBIZA

528 Ibiza – case study

528 Ibiza

The Frequency of Love — Reimagining an Ibiza legend

Introduction

In late 2020, 528 Ibiza was a sprawling, long-abandoned zoo — rich in potential yet untouched. Nestled among the scenic Benimussa Hills, surrounded by farmland and fragrant lemon orchards with sweeping views towards the sunset, the site stood as a hidden gem of Ibiza’s landscape, quietly awaiting its next chapter.

When it came time to reimagine this extraordinary space, there was one creative whose versatility, imagination, and cultural understanding made him the perfect choice: Don Jack, Creative Director at IDEAS.

With his background spanning music, theatre, interior design, and brand strategy, Don brought a rare ability to connect creative disciplines into a unified experience. More than a commission, this became a creative partnership — a collaboration built on trust, friendship, and a shared belief in possibility.

The Challenge

The site carried both promise and complexity. It was vast, underused, and without a defined purpose, yet perfectly positioned to become something extraordinary. The challenge lay in creating an entirely new destination and experience — one that could channel Ibiza’s magnetic energy and redefine entertainment on the island.

This was no simple refurbishment or brand launch; it demanded a total reinvention — an experience that could bridge ancient myth and modern music culture, high production value and human connection, spectacle and soul.

Our Intervention

Under Don’s creative direction, IDEAS helped transform 528 Ibiza from an overgrown relic into a multi-sensory brand experience — a venue, a visual identity, and a performance unlike anything else on the island.

At its heart, the creative team conceived and helped shape The Frequency of Love — a high-energy cabaret spectacular that takes audiences on an immersive journey through Ibiza’s history and mythology.

From the Goddess Tanit’s ancient symbolism of fertility and sensuality to the euphoric pulse of modern club culture, every chapter was crafted with emotional precision and visual flair. Extraordinary dancers, aerialists, musicians, and acrobats brought the story to life — a seamless fusion of performance, storytelling, and stagecraft.

IDEAS’ role extended far beyond creative concepting:

Brand creation — name, visual identity, tone of voice, and launch positioning.
Experience design — staging, audience flow, and environmental storytelling.
Visualisation and creative direction — defining mood, lighting, texture, and atmosphere.
Collaboration with production and management teams — aligning every creative detail with operational feasibility and guest experience.

Campaign & Strategy

IDEAS’ involvement wasn’t limited to brand and show design; it also encompassed a strategic approach to position 528 as Ibiza’s next cultural icon.

Through tone, imagery, and experience, the brand expressed a clear ethos: joy, freedom, and the frequency of love.

The campaign combined:

Immersive storytelling and high-impact visuals for press and social channels.
Collaborative partnerships with artists, musicians, and designers aligned with Ibiza’s creative DNA.
Launch events and on-site experiences designed to generate organic global publicity.

As a result, 528 quickly became known as one of the island’s most innovative and emotionally resonant new destinations — not just a venue, but a living story.

What We Delivered

Strategy & Insight	Creative & Delivery
Site and market analysis	Brand naming and identity creation
Concept and narrative development	Experience and stage design
Audience engagement strategy	Visualisation and environmental design
Partnership and collaboration planning	Creative direction and art direction
Long-term brand and venue positioning	Launch campaign and collateral
Content strategy and tone of voice	Photography, film, and promotional assets

Results & Legacy

528 Ibiza became far more than a venue — it became a statement of what’s possible when vision and creative trust align.

Under Don’s creative direction, IDEAS helped craft a brand and experience that captured Ibiza’s essence — sensual, soulful, and unforgettable. Today, 528 continues to evolve under the long-term management of IRG, hosting world-class music festivals and experiential events while attracting an international following.

It stands as a living testament to collaboration, imagination, and creative courage — proof that when art and strategy meet, something timeless is born.

“Don’s biggest flaw is being good at almost everything. As a creative influence, he’s exceptional — never content to stay in one lane, which is both his curse and your opportunity.”
— Andy McKay, IRG founder and CEO