PIKOLIN SWITCHES OFF CALLAO TO PROMOTE DIGITAL DISCONNECTION IN FAVOUR OF CONNECTION WITH PARTNERS

With the most romantic day of the year just around the corner, bedding manufacturer Pikolin switched off the screens in Madrid’s Plaza del Callao for 30 minutes to raise awareness about mobile phone use before bedtime and its impact on couples’ emotional connection. This special initiative, in which Callao City Lights participated, was preceded by the display of images of several couples checking their mobile phones in bed, accompanied by questions designed to make us reflect on how we use screens in our private lives.

Do you have more conversations pending on WhatsApp or with your partner? Do you give more likes or more “I love yous” in your bed? Who do you look at more before going to sleep: your partner or your mobile phone? What do you touch more at the end of the day: your mobile phone screen or your partner’s skin? Do you go to bed together or just at the same time?

In this way, Pikolin invited consumers to put down their mobile phones at bedtime and reconnect with their partners. The campaign was based on the Intimacy and Screens study, conducted by Pikolin among 500 people aged 25 to 65 who live with a partner. The study revealed that 7 out of 10 couples use devices before going to sleep and that in 60% of cases, the last light to be turned off is a screen, replacing conversation and emotional connection.

Intimario: the first Museum of Intimacy

Following the blackout in Callao, Intimario, Madrid’s first Museum of Intimacy, opened its doors. It is an interactive space designed to raise awareness of the impact of screens on couples’ lives and to reclaim the bedroom as a place of refuge for rest, connection and real presence. Through a sensory tour guided by coach Anna Vicen Renner, visitors were able to participate in activities over three days that encouraged them to rethink their night-time habits.

The experience culminated in the launch of #21NochesConectados, a challenge to encourage couples to spend 21 nights without screens in bed and create new rituals for rest and emotional reconnection.