The Grey Matter Agency
Make your material stand out.
Matter's agency for material brands. We take your product to the architects and interior designers who specify it: in our material libraries, at our events and in the Journal.
Our formats
Since 2018 we have organised meetings between architecture, interior design and industry. At each one, your brand shares the stage with the studios that specify.
Materials Matter Exhibition
Our annual exhibition: around 30 brands at tables, a programme of 25 to 30 talks, many pairing a studio with a brand, and an exhibition curated by Matter. It is held at the COAC, travelled to REBUILD (IFEMA Madrid) in 2024 and in 2025 we co-organised it with Material Bank.
- Your brand
- An exhibition table, a talk alongside a studio and a private tour with professionals from 30 studios.
- Brands so far
- 93 exhibiting brands across five editions; Bolibar, FEDE and Formma at four of them
Talks That Matter
Meetings on one theme (hotels, bathrooms, light, neuroarchitecture, detail) in which four to six studios present their own projects, followed by a round table and networking. Every edition gets a write-up in the Journal and, recently, a document and a video.
- Your brand
- Exclusive sponsorship: you present your vision and your solutions to the studios.
- Brands so far
- Gira, Neolith, Acquabella, FEDE, LAMP, Sanycces, QuadroDesign and others
Best Practices Matter
Seven to eleven studios present a recent project on a shared theme and the sponsoring brand brings the industry's perspective. Each edition is published as a downloadable document of 18 to 47 pages. In Barcelona and Madrid.
- Your brand
- Sponsorship of the edition and presence in the conclusions document.
- Brands so far
- OLI, Living Ceramics, COMPAC, Holcim, Hager, Lamadrid Contract, Acquabella
Matter Session
Training sessions in our material libraries for 15 to 40 studio leads: a talk by an expert or a brand, and materials to touch, presented on moodboards by our consultancy team.
- Your brand
- A session devoted to your brand or a leading role for your materials.
- Brands so far
- Material Bank, Formma, Mardegan Legno
Research cycles
Several months of work on a materiality theme with one brand sponsoring the whole cycle: published research, a meeting with speakers from architecture, industry and research, and articles and interviews in the Journal.
- Your brand
- Sponsorship of the full cycle and shared authorship of the content.
- Brands so far
- Lunawood, Sto, Honext
Meet Design Center
A collaborative specification space on Calle Claudio Coello in Madrid where cladding, lighting, joinery, acoustics and flooring sit together in one project. We opened it in May 2026 with more than 250 professionals.
- Your brand
- A permanent presence for your solutions alongside the 13 brands already there.
How we work with manufacturers
From your goal to the event, and from the event to content.
We understand your goal
Launching a product, entering a segment (hotels, offices, housing) or strengthening your specification. We start from what your brand needs.
We choose the format and the studios
We propose the format, the theme and the studios you will share the stage with and, where it fits, a presence for your materials in the material library.
We produce the event
Organisation, inviting the studios, production and promotion: we take care of everything, as with Talks That Matter or the COMPAC webinar.
We turn it into content
A write-up in the Journal, a downloadable document and a video, so the event keeps working for your brand afterwards.
Case
Florim · Concept Store at Matter Barcelona
- What it is
- a space with full-scale settings to see, touch and compare Florim's porcelain stoneware, inside our Barcelona material library.
- Result
- Barcelona is the third city with a Florim Concept Store, after Berlin and Paris. We opened it in May 2025 with professionals from the sector.
- Florim Concept Store, after Berlin and Paris
- 3rd
- Opening at Matter Barcelona
- 2025
What we have done with brands
Launches, events and content with manufacturers. Every case is documented in the Journal.
Script, shoot in Aveiro and edit of the launch film for LESS is MORE, Alessio Pinto's flush plate, winner of Red Dot and iF awards.
Read the case: OLI
Launch of Calma and Tempo, Jorge Herrera's freestanding baths for Sanycces, Red Dot 2022.
Read the case: Sanycces
Launch of Berker R.1, the switch series with frames in concrete, leather, wood or slate, and of the Manufaktur service.
Read the case: Hager
Organisation, production, filming and promotion of the webinar ‘Architecture and materiality’ with Arquitectes per l'Arquitectura.
Read the case: COMPAC
A day on lighting and comfort in hotels with five studios, organised by The Grey Matter Agency and sponsored by FEDE.
Read the case: FEDE
Six neuroarchitecture specialists at Matter Barcelona, in a meeting organised by The Grey Matter Agency and sponsored by LAMP.
Read the case: LAMP
Brands that have worked with Matter
More than 130 brands have sponsored our events, exhibited at the Materials Matter Exhibition or worked with The Grey Matter Agency.
- Editions of the Materials Matter Exhibition (2022–2025)
- 5
- Attendees across all editions of the Materials Matter Exhibition
- 5,000+
- Talks That Matter since 2018
- 15
- Best Practices Matter since 2020
- 12
Source: Matter and the Journal's event write-ups.
Start connecting with the studios that decide
Tell us what you want to achieve and we will propose the format, the timing and the studios for your brand.