1) NIGHTOLOGY definition: I cannot define it. To try to define the word goes against its own nature since it is a concept that reinvents itself every night. What I can do is describe the composition elements.

2) How to introduce NIGHTOLOGY through J&B Innobar, an event that reinvents the wellknown 'bar' concept? In the same way as describing the elements: smell, taste, image, sound, characters, etc. That is what I did: give shape to things that don’t naturally have it. I added colours, textures, sensations, together with certain emotions. The result: emailing response rate of 82.86% and banner click through rate of 2.3%