SPAIN – A pop-up store to celebrate “St. Ballantine’s”
The whisky brand held a party for the good friends whose patron is St. Ballantine’s: an action to rebel against the most romantic celebration of the year. They set up a pop-up store in La Graciosa Malasaña, where lots of activities, music and workshops were organised.
A weekend in which singles could claim their bachelorhood celebrating the day of the patron of good friends: Saint Ballantine’s. The brand created this day and built a temporary space that opened with the reading of Saint Ballentine’s Manifesto, which was followed by two days of live music, monologues inspired by the single life and its advantages, workshops for singles and tactics for those in a couple who want to keep their space without forgetting friends.
To avoid losing the essence of its commercial antithesis, Valentine’s Day, there was even a corner to buy a a gift for this occasion. At the end of the day the space hosted a party with open bar, DJs and lots of Ballantine’s to finish celebrating the day of friendship.