It's about living experiences, spending time with family and friends
The festival grew from a 2015 home gathering of 10 entrepreneurs to a major event attracting thousands, now featuring 90+ vendors across fashion, design, and food. Founded by entrepreneur Belén Moroni, the event combines shopping, live music, children's activities, and diverse food options in a family-friendly outdoor setting.
- Founded May 2015 as a private gathering of 10 entrepreneurs in San Isidro
- Now in its 10th edition with 90+ vendors across fashion, design, and food
- Grew from 1,500 daily visitors in 2015 to 10,000 daily visitors by 2019
- November 6-7, 2021 event at Parque Náutico, San Fernando, free admission
The Warmichella Lifestyle Festival marks its 10th edition with a free event in San Fernando featuring 90+ vendors, live music, and family activities on November 6-7, 2021.
Belén Moroni was celebrating ten thousand followers on social media when she decided to throw a party. It was May 2015, and she invited ten entrepreneur friends to her house in San Isidro for what she thought would be a one-time gathering. Instead, it became the seed of something that would grow into one of the region's most recognizable lifestyle festivals.
Six years and ten editions later, Warmichella has become a fixture in the northern suburbs. This November, on the 6th and 7th, the festival returns to the Náutico Park in San Fernando—the same riverside location that has hosted it since 2017—with more than ninety vendors spread across fashion, accessories, design, and home goods. Entry is free. The event runs both days with live music, a children's area, and more than ten food trucks offering everything from quick bites to healthier options.
Moroni, who holds a degree in business administration, left her job at a major insurance company at forty to pursue what had become her real passion: fashion and the entrepreneurial world. She modeled Warmichella after California's Coachella Valley Music and Arts Festival—not as a carbon copy, but as a gathering where people could experience art, music, shopping, and food all in one place, all at once, all for free. "It's about living experiences, spending time with family and friends outdoors, eating something good, and hearing music," she told reporters. "This year we're seeing a lot of new entrepreneurs join us alongside the ones who've been here from the start."
The numbers tell the story of organic growth. That first gathering in 2015 had five vendors and drew fifteen hundred people in a single day. By 2016, at Remeros Beach, there were twenty-four vendors and three thousand daily visitors. The festival moved to the Náutico Park in San Fernando in 2017 with thirty-five vendors and five thousand people per day. By 2019, the same venue hosted seventy vendors and ten thousand daily visitors. The pandemic forced a pivot in 2020—Warmichella went virtual, streaming on YouTube with seventy vendors participating and thirty thousand views.
This year's edition features fifteen musical acts, including DJs, bands, and solo artists. Dante Ortega will make his debut, and Jazmín Laport will perform as a special guest. The children's area returns with games and activities. The food corridor has expanded to include a dedicated healthy food market alongside the truck vendors.
What began as a private celebration of a social media milestone has become something larger: a model for how grassroots entrepreneurship can scale without losing its character. Moroni remains the event's founder and host, and the festival continues to draw new vendors each year—people betting that Warmichella's riverside setting and free admission will connect them with customers who are looking for something beyond the usual retail experience. For two days in November, along the Paraná River in San Fernando, that bet gets tested again.
Citações Notáveis
It's about living experiences, spending time with family and friends outdoors, eating something good, and hearing music.— Belén Moroni, founder
A Conversa do Hearth Outra perspectiva sobre a história
How does a party for ten thousand followers become a festival that draws ten thousand people per day?
It doesn't happen by accident. Belén Moroni created something people actually wanted—a place where you could shop, eat, listen to music, and bring your family, all for free. That's rare. Once you have that, word spreads.
But why did it work when so many other events fail?
She didn't try to be something she wasn't. She loved fashion and entrepreneurship, so she built a festival around that. And she kept it free. That removes the barrier. You're not asking people to commit money; you're asking them to show up.
The pandemic forced it online. Did that hurt it?
It changed it. Thirty thousand people watched it on YouTube instead of being there in person. That's a different experience entirely. But it kept the momentum going when nothing else could.
What's the real appeal for the vendors?
Exposure, mostly. Ninety vendors means ninety small businesses getting access to thousands of potential customers in one place. For entrepreneurs, that's gold.
Do you think it can keep growing?
It's been growing for six years. The question isn't whether it can grow—it's whether Moroni wants it to. At some point, a festival stops being intimate and starts being a corporation. She'll have to decide where that line is.