As Valentine’s Day approaches, many brands are already activating their in-store communications. This period is becoming a powerful lever for customer experience, emotional connection and retail differentiation. In Madrid, several brands perfectly illustrate this shift through immersive window displays, emotional storytelling and interactive activations. Valentine’s Day is now positioning itself as a strategic moment within the commercial calendar.
One of the key elements widely used by brands is emotion.
Some brands, such as Havaianas, rely on video content displayed in their shop windows, telling the stories of different couples wearing their products. The objective is to create identification, immerse consumers in real-life moments and associate the brand with positive emotions.
This type of storytelling transforms a simple product into a symbol of connection, relationship and shared memories. In retail, emotion becomes a powerful driver of purchase.
Beyond visual merchandising, some brands no longer use their windows only to showcase products, they invite customers to interact.
Lonbali, for instance, installed red envelopes outside its storefront that passers-by can open to discover cards inside. A simple yet highly effective gesture, as it creates curiosity, encourages people to stop, take photos and share the experience, while generating a playful and engaging moment.
Every year, this period also brings back the universal codes of Valentine’s Day, red hearts, love messages and warm visual atmospheres. These strategic elements anchor brands within a key commercial moment and trigger immediate emotional connection. When repeated along an entire street, they create a seasonal environment that naturally encourages impulse purchasing.