Heading to Magaluf: Proa Group and culture

FLEM is much more than a cultural festival. It is the leading literary gathering in the Balearic Islands and an event that, since its first edition in 2021, has brought together local, national and international writers, artists and readers in a setting as unexpected as Magaluf. Created by Rata Corner and INNSiDE by Meliá, the festival celebrates contemporary literature through an open, creative and constantly evolving perspective.

It is precisely this approach to culture that led Proa Group and Travel to Zero by Proa Group to join the project in 2023, together with Renault Dibauto Plus, Hyundai Proa Automoción and MINI Proa Premium, as sponsors and mobility partners.

In 2024, we decided to take things one step further. We created the Travel to Zero stage, a meeting point where we enjoyed podcasts and concerts and launched Litera-ruta: informal conversations with some of the festival’s most prominent authors, including Manuel Vilas, Carme Riera and Elisabet Benavent, offering an insight into their writing processes.

In 2025, we once again brought together sustainable mobility, literature and creativity through new content and experiences: we brought back Litera-ruta, renewed our presence on the stage and created an escape room inside an electric Renault 4.

Over the past few months, we have been working with the Rata Corner team to develop new ideas, formats and experiences for the next edition of FLEM, taking place from 1 to 4 October. Another opportunity to come together and continue exploring new ways of experiencing culture and, above all, to discover what we have prepared for this edition. In the meantime, check out the full programme at flemfestival.com and follow all the latest updates on our social media profiles.