The city of Barcelona came alive today with the launch of Spain’s first Giving Machines, bright red vending machines that dispense compassion instead of products.
Installed at Westfield La Maquinista, the machines offered shoppers a simple way to make a difference, one button at a time. The day’s celebration drew families, media, and community leaders who gathered to witness the beginning of a new holiday tradition in the city.
Elder Rubén V. Alliaud, the president of the Europe Central Area Presidency of The Church of Jesus Christ of Latter-day Saints, said “At Christmas, we celebrate the love of Jesus Christ and today, that love was made visible through every act of giving.”
The Giving Machines are part of the Church’s worldwide Light the World initiative, a seasonal effort that began in 2017 to inspire charitable giving in creative, accessible ways. Instead of purchasing snacks or drinks, donors can buy life-changing items such as food and clothing, school supplies, or counseling and support services for individuals and families.
Every euro donated goes directly to trusted partner organizations, with 100% of funds reaching the selected causes. Since their inception, the Giving Machines have raised more than US $22 million globally, supporting humanitarian efforts in over a dozen countries.
Live radio coverage hosted by local broadcasters kicked off the festivities, sharing stories of generosity and service from the event floor. The official opening at 11:00 a.m. marked a lively start with volunteers in festive red and white welcomed visitors, guiding them through the experience of “purchasing” real-world acts of kindness.
Throughout the afternoon, the atmosphere remained energetic and joyful. A kids’ show entertained families, while local influencers joined the campaign, sharing photos and videos that quickly spread across social media. The day concluded with a stirring violin concerto, offering a reflective and emotional close to an event that blended joy, art, and generosity in perfect harmony.
Barcelona’s launch marks a new chapter in that story, one that reflects the city’s deep sense of community, creativity, and compassion. As the music faded and the crowds dispersed, what remained was the unmistakable sense that something beautiful had begun: a tradition of giving that will shine brightly for seasons to come.