To mark the premiere of House of the Dragon Season 2, MAX transformed fiction into cultural heritage by opening the doors of the "Targaryen Hall" inside Madrid’s Royal Collections Gallery—a space never before used for a brand experience. Placed between the halls of Spain’s royal dynasties, the activation treated the Targaryens as part of national history. Visitors encountered original costumes from the series, court-style oil portraits of the rival heirs Aegon and Rhaenyra, and immersive audioguides offering two conflicting perspectives. This fully integrated museum experience asked everyone to choose a side—just as the new season begins. With no paid media, the activation generated long lines, widespread press coverage, and thousands of organic posts, turning a premiere into a cultural event that lived beyond the screen.