Univision offered a different kind of Upfront this year, a two-day experiential event, “Culture Unbound,” held at Tribeca’s Spring Studios. “Forget the theater district. We’re upfronting in the hip and fun district, which is like the experience we’re giving you today,” said CRO Tonia O’Connor. “It’s time for some disruption.”

The crowds (there were three separate events) visited interactive experience spanning entertainment, news and sports. And there was dancing, and food inspired by a new digital-first brand initiative based on the launch of culinary vertical Delicioso. With Hispanic consumer spending projected to grow 85% over the next ten years, Univision touted the opportunity for advertisers to immerse their brands in the culture, while driving growth.

In addition to its ability to reach Hispanics via broadcast, cable and sports nets, Univision announced 20 digital initiatives with brands including, Ace Media, FacebookWatch,Oath, Popsugar, Snapchat, TEDand The Player’s Tribune.

Univision also announced it has joined Open A.P., started by Viacom, Turnerand FoxNetworks Group, giving advertisers a standard group of data sets, and formed Aperture by Univision Communications, a new unit to uncover insights on Hispanic consumers. Because, as O’Connor told the Upfront audience, “Culture has always been at the root of UCI’s mission.”