Custom Webflow platform for an immersive concert brand scaling across Spain
Under The Tree is a live-music and visual-art brand producing immersive concerts in Spain — combining live performance, light, and digital art across multiple formats and venues. B2X Software designed and engineered the full Webflow platform that powers the brand: brandbook-aligned visual design, custom interactive development, and a structured CMS architecture built to scale from a single city and format into a multi-city, multi-format catalog of concerts, formats, venues, and verified reviews.
Challenge
Launching a brand-defining digital presence with no compromises on atmosphere or scale
Under The Tree entered the market with a clear brand vision — sensory, atmospheric, cinematic — and a fast-moving roadmap that required the digital platform to do three things at once. It had to express the brand authentically through cinematic visuals and motion. It had to operate as a scalable cultural product supporting multiple concert formats, several cities, and dozens of upcoming events. And it had to give an in-house marketing team full editorial control so the catalog could grow without engineering bottlenecks.
Three constraints shaped the technical brief: cinematic video-first design without sacrificing performance, multi-city and multi-format scalability from day one, and bilingual Spanish–English delivery as a launch requirement rather than a later addition.
Solution
Website design based on the client’s brandbook
We translated the Under The Tree brandbook into a production-ready visual system designed to hold the atmosphere of an immersive concert across every page — from the homepage to individual event details. The design language is built on a dark, cinematic base palette anchored by warm orange, teal, and violet glow accents that mirror the lighting design of the live shows. Typography is restrained and contemporary, allowing video, photography, and atmospheric motion to carry the emotional weight.
Key design decisions made under the brandbook
Full-bleed video and image heroes on every detail page, paired with a darkened gradient overlay to keep typography legible across any background.
A small, deliberate set of motion patterns — subtle ambient loops, controlled hover states, smooth page transitions — designed to evoke the live experience without overwhelming the reader.
Format-specific Tecnología / Música / Experiencia content blocks on event pages, treating each as a small editorial unit with its own video, color treatment, and copy.
A reviews and gallery system designed as part of the brand layer — verified Google reviews, user-generated photography, and short video testimonials integrated as first-class content rather than afterthoughts.
Responsive behavior tuned for mobile-first audiences: full atmosphere preserved on phones, with reflowed layouts that keep video heroes, format selection, and the seat-map interaction usable on small screens.
Solution
Custom Webflow Development
A standard Webflow build would have delivered a polished site but fallen short of what Under The Tree needed: video-first hero experiences, format-aware navigation, interactive seat maps, and a media architecture capable of carrying full-screen video on every key page without destroying performance. We built a custom Webflow project on top of the platform’s native capabilities, extending it with hand-written interactions, integrations, and a media delivery pipeline tuned for cinematic content.
Solution
Webflow CMS development
We designed the Webflow CMS as the long-term system of record for the brand — the structured layer that lets a small marketing team operate the platform independently, publish new events and formats without engineering involvement, and roll out new cities as a content workflow rather than a development project.
Solution
Bilingual content delivered natively in both languages
On top of the collection model, we delivered the full bilingual structure as part of the CMS layer. Spanish lives at the root domain; English lives under /en/. Every CMS-generated page renders both versions with proper hreflang annotations, and event names, format narratives, and venue descriptions are authored natively in each language — not machine-translated — so the catalog reads as a coherent product in both markets and remains parseable by search engines and AI agents in either language.
A scalable cultural platform ready for multi-city growth and AI-mediated discovery
The platform launched as Under The Tree’s primary digital presence and now operates as the system of record for events, formats, cities, venues, and reviews. The architecture delivers measurable outcomes across editorial speed, brand quality, technical performance, and discovery readiness.
Editorial autonomy: the marketing team publishes a new event in under 30 minutes — selecting the format, city, and venue references, uploading gallery media, and writing localized copy in both languages. Adding a new city is a structured content workflow, which is why the rollout to Alicante, Calpe, and Castellón de la Plana is on the public roadmap as a content milestone rather than an engineering project.
Technologies we used
eCommerce & CMS Platforms
Webflow LocalizationWebflow's built-in localization feature for managing multilingual content, locale-specific assets, and hreflang across languages within a single Webflow site.
Webflow CMSThe built-in CMS within the Webflow platform for managing dynamic, database-driven content visually without a separate content system.
