Zara Tulip Pop-Up Minion Opening Activation, Athens Greece.

SDD25/15_05: Zara’s latest flagship opening in Athens made a bold floral statement, transforming the city’s streetscape with a striking tulip takeover. To mark the launch of its new store in the historic Minion building, Zara collaborated with creative studio Newness Agency on a showstopping activation that saw 3,000 vivid orange tulips cascade across the store’s façade. Paired with 1.8 meters of soft pastel installations, the activation brought a playful energy to the landmark site, blending natural beauty with creative precision to draw crowds and create a buzz across social media.

This tulip-filled moment wasn’t just for show, it symbolised Zara’s renewed creative vision and its commitment to turning retail into a multisensory experience. Set against the backdrop of a beloved Athenian building, the vibrant floral display acted as a bridge between past and future, heritage and innovation. The activation marked a powerful return to the space after 27 years, showing how visual storytelling and bold design can breathe new life into retail spaces and captivate both local communities and global audiences.

Pictures and videos courtesy of Newness Agency.

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