Casa del Libro takes readers to the street and turns calm into an event

Everyday life as an event

With this street action, Casa del Libro takes readers out of their comfort zone. It takes them away from that idyllic place that is for them the armchair, the blanket, the freshly brewed coffee and the vanilla candle. It takes them away from their solitude and takes them out into the street, turning the ordinariness of the after-lunch chapter into an event. The smallest day-to-day actions can be taken out of the house and become something bigger if there is a brand behind it and a group of people who follow it. Like, for example, IKEA’s “Let Yourself Rest” campaign that reframed rest and made it a spectacle.

The cultural conversation

Casa del Libro has taken a need: a break from all the stimuli, the hyperconnection, the noise and the speed. And has designed a moment of collective calm. We see more and more events that respond to what is certainly a challenge, mental relief and individual well-being. Thus the commercial becomes social.

So, is it a demonstration? Yes, the other way around. It doesn’t create political conversation, it creates cultural conversation. Readers will not wander the streets creating chaos, they will sit in the seats that will be available to simply read. They will be in the company of others, but in their own fictional world. And this will communicate the brand’s message to people passing by, even if it’s not a typical or giant activation, with screens and giveaway displays in Plaza de Callao.

Authors as ambassadors

Throughout the day, Spanish writers such as Sonsoles Ónega, Manel Loureiro, Inma Rubiales, Pedro Simón and Odile Fernández will appear in the Plaza de Pedro Zerolo, in line with the story designed by the bookstore chain.

Javier Arrevola, general director of Casa del Libro explains the event as follows: “In a world where everything competes for our attention, stopping to read is almost an act of daily insurrection. We want to highlight those readers who choose to think, imagine and disconnect from the noise. They are the true rebels of today”.

Sponsors II edition of the Festival Leer Juntos

Our country’s leading bookstore chain’s favorite visibility strategy is to get readers out of their homes and into the rock and roll of shared spaces. In February, they sponsored the II edition of the Festival Leer Juntos: Life Between the Lines. An interesting format that they hosted with their Gran Vía bookstore where they held a writing workshop for children and a dialogue with María Dueñas. All under the premise: “The festival where reading intersects with life”.