Christmas is without a doubt one of my favorite times of the year. Therefore, I wanted to attend as many Christmas events in Madrid as I could. One of the activities that really surprised me was this year’s Vogue´s Flower Market (Mercado de las Flores) held on November 30th.
Each year in Madrid, Vogue creates two major events that are Vogue´s Fashion Night Out and Vogue´s Flower Market.
This Christmas edition, sponsored by Serrano 47 and Serrano 52, was organized together with the Ayuntamiento de Madrid through the Madrid Capital de la Moda project, directed by the General Directorate of Commerce and Partnership.
The result was a beautiful Christmas outdoor garden where different floral arrangements and holiday home decorations were displayed.
Vogue´s Flower Market was filled with ephemeral florists that, together with some restaurants and shops in the area were open from 12:00 to 20:00 hours.
The social gathering was held in the Jorge Juan street, between Serrano and Velazquez. Two of the most well-known streets for their fashion stores.
What to find at Vogue´s Flower Market
As you walked down the street, you could also eat in different restaurants like Cinco Jotas or the famous pastry shop Mama Framboise. Fashion brands with special discounts like Aspesi, Masscob, Marni, Hackett London, El Ganso also joined the event.
The event soon became a great advertising opportunity for these restaurants and stores, as well for the florists.
This edition featured more than 15 florists, including:
- Flores Daguerre
- La casa de las plantas
- Elena Súarez & Co.
- Fundación a la par -which offered wreaths and Christmas works for charitable purposes-
- Botanyco Flower Concept Store
How did Vogue used this event as a Public Relations opportunity?
A social gathering with this type of potential clients provides many different ways to build relationships with your brand.
Vogue used their newsletter to invite their audience. This way, the magazine managed to gather a large number of people to celebrate the beginning of Christmas, sponsor its new edition, and promote local florist, restaurants and fashion brands in an innovative way.
On the other hand, with the help of social media, the event spread online and more people participated.
Above all, I have always felt a great admiration for Vogue. In fact, whenever I can I buy an edition of the magazine, read its newsletter, or visit their website. However, since I moved to Madrid, the thing that caught my attention the most is that Vogue creates this type of event in an impeccable way.
This Christmas edition of the Vogue´s Flower Market truly made you feel cozy and sentimental in a way.