Money Heist

The square was transformed into a massive outdoor cinema, featuring a giant sculpture of the iconic Dalí mask (wearing a red hood) that incorporated Maurizio Cattelan’s L.O.V.E. artwork. Staff in red jumpsuits and masks distributed branded cushions and popcorn, allowing spectators to fully enjoy the screening on the big screen.

Stewards and costumed personnel, branded bags filled with popcorn, and comfortable cushions for seating were designed and produced to “star” the event with a graphic illustration of the iconic elements and colors that characterizes the series. The event, curated by Publicis Italy, turned the heart of Milan’s financial district into a scene from the show.