To mark Valentine’s Day, Yurbban Hotels collaborated with Lluc Crusellas on an ephemeral activation designed to turn the celebration into a tangible, emotional, and memorable experience within the hotel, with careful attention to every detail of presentation and communication.

We designed a pop up as a physical extension of the collaboration, where packaging, space, and message worked together to create a close, shared experience.

Creative direction covered the physical space, the shooting, and the creation of visual content including graphic, digital, and social media pieces to document and amplify the experience. The result is a one off yet meaningful activation that generates memory, conversation, and genuine emotional connection.