Post by Pelayo Salor

True luxury activations do more than showcase products—they create unforgettable cultural dialogues. Over the past few weeks, Prada Beauty has completely reimagined the retail and sensory landscape across Spain and Portugal, merging the charm of traditional flower markets with our signature avant-garde design. This regional journey took our community through three spectacular chapters: Madrid (Plaza Margaret Thatcher & Brumalis): A dual-destination experience featuring a highly selective Madrid placements that brought an ultra-curated, high-value audience directly to our pop-up. Barcelona (Sephora Triangle): A playful "Fruit Market" concept that transformed retail theater, driving incredible category synergy and massive consumer desire. Lisbon (Decofloralia): A stunning "flower shop hacking" of one of the city's most iconic florist, hosting Portugal’s top content creators and establishing an incredible social media footprint. What started as a regional campaign has turned into a global phenomenon. The response has been nothing short of spectacular: Global Hype: Beyond top-tier local features in Vogue, Madrid Secreto, and Highxtar, the creative concept of the SP&PT activations has crossed borders, gaining international press coverage and being celebrated as a benchmark case study on LinkedIn by leading global marketing specialists. Outstanding CRM & Advocacy: Powered by our Pop Up and a highly organic Member-Get-Member program, we achieved historic CRM recruitment and welcomed thousands of new beauty lovers into our database. Category Dominance: The activations proved the magnetic pull of our portfolio, from the absolute fragrance authority of Paradoxe to the incredible impulse-buy potential of Prada Touch and our color innovations. This monumental milestone is a testament to the power of bold creativity, rigorous execution, and a truly united team. We have proven once again that when beauty is bold, the results are extraordinary. A massive thank you to everyone—our internal teams, production partners, and retail collaborators—who poured their passion into bringing this vision to life. Marta Maia Estelle Bruley abdel J. Vânia Gregório Alexandra R. Marta Montón Aguilar Carlos Cuns Rebeca Rodríguez Sellán Guillermo Díaz Trigueros Lautaro Suárez Bárbara Maria Mendes David Alba Llácer Nydia de Jong Isabel Pablo Gallego Fernanda Bermúdez Ricardo Luis Ballesteros Ariza Cláudia Branco Marta Gomes Nuno Köpke Mimoso Daniela Dorantes Pavón Daniel Morales Mariana Sáchica Kure Silvia Crespo