Ahead of Mother’s Day in 2026, we developed an in-store activation supporting the Paula Commuter Tote at selected El Corte Inglés locations. The activation positioned the tote as a personal, elevated gifting option, driving awareness, engagement, and purchase through a memorable customization experience.

The street take-over was a custom DKNY flower stand inspired by New York's bodegas, in which passersby would be given a bouquet of flowers and fragrance samples.

At DKNY's ECI corner, a complimentary customization experience would take place – with each purchase of a Paula commuter tote bag, customers would receive a complimentary customizable strap.