For PDPAOLA Jewelry‘s Valentine’s Day campaign, we designed an installation based on repetition and lightness: hundreds of suspended envelopes that, grouped together, create a cascade in motion.
The piece starts from an everyday element associated with messages and emotion, reinterpreted through volume and spatial composition. The whole activates the shop window and transforms the perception of the space, creating a recognisable, adaptable visual gesture.
Its development involved not only designing the concept but also planning a system that could be reproduced across different points of sale, maintaining consistency and precision in every installation.
Designed to be rolled out globally, the installation was reproduced in stores around the world, keeping its identity in each location. In Spain and Italy, with direct installation in Milan, we carried out the set-up ourselves, adjusting each element to the particularities of the space.
A different Valentine’s Day concept, where paper stops being a support and becomes structure, rhythm and experience.
