The world of Spanish gastronomy meets art, fashion and creativity at Awaken Your Ibérico Sense, an immersive pop-up experience that has officially opened its doors to the public in London.
I had the pleasure of attending the opening ceremony last night, where guests were invited to discover the fascinating world of Spanish Ibérico ham through an evening of culture, creativity and gastronomy.
Bringing together some of the most exciting names from the industry, the opening featured a panel of experts, including ASICI’s president, artistic director Leandro Cano, illustrator Jacobo Gavira and chef Omar Allibhoy, among others.
More than just a celebration of Spanish ham, the experience offers a fresh perspective on one of Spain’s most treasured gastronomic products, exploring its heritage, craftsmanship and cultural significance through different creative disciplines.
Three Years of Awaken Your Ibérico Sense
Over the past three years, the Awaken Your Ibérico Sense campaign has been introducing British audiences to the exceptional world of Ibérico ham.
Organised by ASICI (the Spanish Interprofessional Association of the Iberian Pig), the campaign celebrates the quality, tradition, and craftsmanship behind this iconic Spanish delicacy and helps UK consumers discover what makes Ibérico ham so special.
Now, the campaign comes together in one place for a two-day pop-up experience in the heart of London.
Taking over NOW POP ONE at Outernet London, the event brings together four creative worlds: craft, art, fashion and flavour. It is an opportunity to explore Ibérico ham beyond the plate and discover the traditions, people and creativity that make it such an important part of Spanish food culture.
What to Expect at the Ibérico Sense Pop-Up
Whether you are a food enthusiast, an admirer of Spanish culture, or simply curious to discover something different in London, there is plenty to explore.
1. The Ibérico Ham Gallery
Discover the world of Ibérico ham through a dedicated gallery celebrating its heritage, production, and craftsmanship. Learn more about the traditions behind this iconic Spanish product and the expertise involved in bringing it from Spain to the table.
2. The Great Book & La Guardiana
Visitors can also explore The Great Book and La Guardiana, two creative elements of the campaign that bring its artistic vision to life.
These works offer another way to appreciate the cultural and creative stories behind Ibérico ham, taking visitors beyond its gastronomic identity.
3. A Performance by Leandro Cano
Fashion and food culture come together through the creative vision of Spanish artistic director and fashion designer Leandro Cano.
His involvement brings an artistic dimension to the experience, highlighting the relationship between Spanish heritage, craftsmanship and contemporary creativity.
4. Spanish Tapas by Omar Allibhoy
No Spanish food experience would be complete without something delicious to taste.
Chef Omar Allibhoy brings his culinary expertise to the pop-up with a selection of tapas, offering visitors the opportunity to experience the flavours of Spain and discover the versatility of Ibérico ham.
It’s a wonderful way to bring the entire experience back to where it all begins: food, flavour and the pleasure of sharing good things around the table.
A Celebration of Spanish Food, Art and Culture in London
What makes Awaken Your Ibérico Sense particularly interesting is how it goes beyond a traditional food exhibition.
By bringing together gastronomy, fashion, illustration and craftsmanship, the pop-up tells a wider story about Spanish identity and cultural heritage.
Ibérico ham is much more than a Spanish delicacy. It represents generations of knowledge, dedication, and tradition. This experience lets visitors explore that story from different perspectives, making it an interesting visit for food lovers and anyone interested in Spanish culture.
If you are looking for something a little different to experience in London this week, this is certainly worth adding to your list.
Event Information: How to Visit Awaken Your Ibérico Sense
Dates: 13–14 November 2026
Location: NOW POP ONE, Outernet London, Charing Cross Road, London.
Opening times:
- 13 November: 11 am–2 pm and 3 pm–5 pm
- 14 November: 11 am–2 pm and 3 pm–8 pm
Find out more: Awaken Your Ibérico Sense – Official Event Website
If you love Spanish gastronomy, are curious about the story behind Ibérico ham, or simply enjoy discovering creative food experiences around London, make sure to visit before the pop-up closes.
A little taste of Spain has arrived in the heart of London!
