L’Oréal Paris transforms Callao into a huge urban catwalk with the live broadcast of Le Défilé
On 28 September, Plaza del Callao was transformed into a grand stage for fashion and beauty to mark L’Oréal Paris’s Le Défilé, the brand’s international fashion show held in the French capital as part of Paris Fashion Week. Under the slogan “You’re worth it”, the glamour of this major event and the brand’s commitment to diverse and inclusive beauty were brought to the heart of Madrid thanks to a 360° experience that included brand activations in the square, a live broadcast of the fashion show on Callao City Lights, and an exclusive event held inside Cines Callao, organised by L’Oréal Paris and ¡HOLA! magazine

At 9.00 pm, the Callao City Lights screen in Plaza del Callao broadcast the fashion show live from Paris, allowing the public gathered there to follow one of L’Oréal Paris’s major international events in real time. The broadcast drew a large crowd to the square and turned the giant digital screen into a direct window onto Paris Fashion Week.

The broadcast provided the grand finale to an afternoon of activities in the square, where L’Oréal Paris set up various areas inspired by the French capital to bring its world of beauty to the public. Among the activities on offer, attendees were able to enjoy a free professional make-up service, take part in a catwalk show open to the public and pose in front of a small replica of the Eiffel Tower, as well as stopping off at a Parisian-inspired bistro for a coffee or winning gifts when purchasing the brand’s products.

From the square to Cines Callao

The experience also extended inside the Cines Callao building, where ¡HOLA! magazine, in partnership with L’Oréal Paris, organised an exclusive event in Screen 1 to mark Le Défilé. The event brought together well-known women from the national scene for a gala dinner featuring a live musical performance by María Carmona and a live broadcast of the L’Oréal Paris fashion show, linking the event to what was happening simultaneously in Paris and in Plaza del Callao.

De esta forma, una misma acción conectó calle, gran formato digital, experiencias de marca y espacios interiores, creando diferentes puntos de contacto con el público en torno a un acontecimiento internacional. La iniciativa puso de manifiesto, además, la capacidad de Callao City Lights para integrar sus pantallas y espacios en acciones de gran dimensión, en las que el entorno de la plaza del Callao se convierte en un gran escenario para las marcas. Una nueva demostración de que la combinación de la ubicación, el gran formato DOOH y la posibilidad de conectar el exterior con los espacios interiores de Cines Callao permite ampliar una campaña más allá de la exposición publicitaria y construir experiencias capaces de atraer al público, generar contenido y multiplicar la notoriedad de una marca.