Pelonio (Press) is now AM: A new era for the Madrid-based agency

The renowned Madrid-based communications and event production agency Pelonio Press is beginning a new chapter under the name AM, with a new visual identity, headquarters and corporate structure. The change also marks the separation of the activities previously carried out jointly by its three founding partners.

On one hand, Andrés Aberasturi will continue his professional activities under Pelonio, the parent brand he co-founded 20 years ago with Águeda Amiano and María Fitz-James Stuart, which celebrates its twentieth anniversary this year.

On the other hand, the press and public relations division is separating from Pelonio and will operate independently under the new brand AM, detaching itself from its original name. Current partners, Águeda Amiano and María Fitz-James Stuart, will continue to lead this "new company".

Specialising in the fashion, beauty and lifestyle sectors, the agency will retain its team, operational structure and client portfolio following the rebranding. According to the company, its turnover has grown by approximately +20 percent each year since its foundation over a decade ago.

Fashion remains the core of the business, but its positioning has expanded into beauty, lifestyle and entertainment. “Today we also work in beauty, lifestyle and entertainment, and we are prepared to strengthen our presence in the luxury sector, whose brands are increasingly drawing on the languages of emerging culture,” said Fitz-James Stuart in a statement. She also highlighted the ambition to take the agency's activities into new markets.

New horizons

AM currently has a multidisciplinary team of 30 professionals in communications, strategy, creativity, production and public relations. Its areas of work include communication strategy; media and content creator relations; brand positioning; event production; activations and the development of special projects.

Its clients include Lululemon, Pull&Bear, Levi's, Camper, Bimba y Lola, Gant, Carhartt WIP, Herno, Dr. Martens, Havaianas, Arket, Merit and W Barcelona. The agency has also worked on projects with Carolina Herrera, participating in its show in the Plaza de España last year, as well as with YSL Beauty, Rabanne, Jean Paul Gaultier and Netflix. Additionally, the agency has promoted designers such as Marria ke Fisherman, ManéMané, Pepa Salazar and Palomo Spain, who is finalising preparations for his long-awaited show next Monday as part of MBFW Madrid. It has also supported new names like Doblas, Bonet, Evade and Boltad.

This new chapter will unfold from a space at Aviador Zorita 48 in Madrid. The property was originally designed by Norman Foster and has been renovated by architect Cito Ballesta. The visual identity was developed by the US studio Special Offer, based in New York. The studio was awarded a Grammy in the Best Recording Package category for the design of Charli xcx's album Brat and is responsible for the art direction of projects for artists such as Rosalía and Madonna.

Conceived as a meeting point for the industry, in addition to being an office and showroom, the headquarters will also host cultural programming open to the public. “AM does not represent a break with what we were, but a more faithful expression of what we are today,” stated Amiano about the new identity.

The first cultural project was presented today, September 10, along with the announcement. It features a selection from the collection of editor and creative director Luis Venegas, owner of one of the world's most renowned fashion libraries, with books, magazines, catalogues and memorabilia related to fashion, photography and art. The agency has announced that it will release access and visiting details later. It will also provide information on an initiative linked to the space itself, which will host temporary collaborations with talents from fashion, art and culture.