In February, Madrid once again became the center of attention thanks to an event that not only enlivened the city streets but also sparked conversations among collectors and fans of iconic toys. A free pop-up space dedicated to three legendary Mattel brands appeared in one of the capital’s busiest squares. This event not only added vibrant colors to everyday life but also showcased how modern marketing solutions can transform urban environments and influence residents’ habits.
The temporary installation at Glorieta de Bilbao immediately drew attention with its unusual design. The circular structure, painted entirely in a bold pink hue, became a real magnet for passersby. Over six days, the pavilion turned into a meeting point for everyone who appreciates the spirit of the ’80s and ’90s, as well as those looking for original ways to celebrate Valentine’s Day.
The Pink Pavilion
The organizers focused on nostalgia and collecting, inviting visitors not just to view the exhibits but to immerse themselves in the atmosphere of childhood. Inside the pavilion, you could see exclusive dolls from the Barbie, Monster High, and Polly Pocket collections, including limited editions and rare items rarely found in regular stores. Special attention was given to models inspired by well-known characters and anniversaries, sparking particular interest among collectors.
Guests could take part in raffles and interactive activities at the event. Everyone had a chance to try their luck in an instant lottery, where prizes included not only flowers, but also unique dolls and souvenirs from well-known partner brands. This approach brought together fans of all ages and made the event truly popular and inclusive.
New celebration formats
The popularity of the pop-up zone is due not only to its striking visual design but also to the fact that it offered an alternative to traditional ways of celebrating Valentine’s Day. Many couples and families chose this pavilion for their leisure, signaling a growing interest in original city initiatives. Photos and feedback appeared instantly on social media, and the project quickly became one of the most talked-about events of February.
Such urban events have repeatedly changed the usual pace of life in Spanish metropolises. For example, earlier this year, large-scale cultural and gastronomic festivals in Madrid, Barcelona, and Seville made no less of a splash, as covered in detail in the piece on new formats for city events. This shows that residents are increasingly opting for unconventional forms of leisure, while brands and organizers are ready to experiment with spaces and content.
Collectors and nostalgia
Special attention was given to collectors. A separate area was created for them featuring rare dolls and the opportunity to purchase limited editions. This approach brought together fans of different generations, creating a true festive atmosphere for everyone who values unique items and childhood memories.
The pavilion also showcased products from partners, expanding the range and making the visit even more engaging. Many guests noted that such initiatives not only evoke nostalgia, but also introduce a new generation to iconic brands that remain relevant decades later.
Urban Event Trends
In recent years, Spain has seen a clear surge of interest in temporary urban installations and pop-up projects. These events have become an integral part of city cultural life, attracting both locals and tourists. Temporary pavilions, festivals, and themed venues allow brands to engage directly with audiences, while residents discover new leisure formats.
In 2025 and 2026, large-scale pop-up events dedicated to art, gastronomy, and music were already held in Madrid and other major cities across the country. Each time, these projects became topics of discussion and inspired other cities to launch their own initiatives. Pop-up spaces usually stand out for their vibrant design and interactive elements, making them especially attractive to a wide audience.
