As part of its retail expansion strategy, ECOALF opened a new space on Hermosilla Street in Madrid, consolidating its presence in one of the city’s most prominent commercial areas. This opening marked a further step in the brand’s evolution, translating its positioning into a physical environment where product, space and experience coexist. In a context where stores are no longer solely points of sale, the key was to activate the space as a meeting point capable of reflecting the brand’s universe and fostering a direct connection with its community.

Fabra Comunicación approached the opening as a strategic activation, where every decision responded to a clear objective: turning the space into a living environment. We defined an afterwork format that encouraged attendance and dynamism, supported by a carefully curated guest list of profiles with genuine influence, including Alfonso Bassave, Jaime Astrain, Anita Matamoros, Eugenia Osborne and Marta Carriedo, combining aspirational figures with profiles closer to the brand’s community. The experience was designed to activate every touchpoint of the space: live product personalisation, branding elements integrated into the consumption experience, and interactive dynamics that encouraged content creation, alongside a DJ set that guided the flow of the event.

The result was an opening with impact extending beyond the event itself: qualified footfall, organic content and a brand perception aligned with ECOALF’s values. The activation generated more than 65 pieces of content across posts and stories, achieving an Earned Media Value of over €170,000 and reaching an audience of more than 5 million unique users. From day one, the store moved beyond being a static space to become a true meeting point, integrating into the rhythm of the city. An approach to retail where the opening is not the end of a process, but the beginning of a strategy that effectively connects brand, product and community.