Who is this guy? He's the 'Chulapo', who were part of Madrid's society in the 19th century. They originated from a sense of pride for their neighbourhood where they were born and raised, famous for their vibrant and elaborate style of dress. Today, they represent the people of modern Madrid, full of life and energy! It's this progressive spirit of modern Madrid that inspired us to make Madrí Excepcional. That's why we put him on the can, to capture this spirit and remind us to celebrate El Alma De Madrid - 'The Soul of Madrid'. ¡Salud!