We celebrated Mother’s Day by customizing the central Callao subway station into an underground flower garden, composed of almost 20,000 white roses.
On the occasion of the 20th anniversary of the fragrance Agua Fresca de Rosas, Adolfo Domínguez trusted us to carry out a proposal that would pay tribute to mothers and spring in equal parts, so we created an experiential street marketing action in Madrid’s subway.
The idea was to dress up Callao’s subway station in springtime to celebrate Mother’s Day. White roses decorated the walls of the corridors of the central metro station, while the ceiling was lit by a leafy tapestry of panicle, with its flowery bouquets. This combination transformed walking on the metro, into a visual and aromatic gift for those who walked on it. The hall was vinyled with printed panels with floral motifs; a creativity that already anticipated the access to the tunnels invaded by the fragrance. In addition, our experience culminated for the user with the gift of a rose or flower sponsored by Adolfo Domínguez