La Mallorquina

125 years of dessert culture in Madrid

La Mallorquina recently marked its 125th anniversary. To celebrate the landmark we created a concept allowing us to talk about the brand and its relationship with Madrid. We dug out the very best images to be presented in postcard format, using each of them to tell a personal story.

We conducted a media presentation and handled interviews and features published in the leading general interest and lifestyle publications.

We likewise aimed to share the anniversary with key figures on the contemporary pastry chef scene, inviting Oriol Balaguer and Ricardo Vélez to reinterpret the traditional La Mallorquina pain au chocolat. To complete the actions we designed a box featuring the traditional La Mallorquina flavours and the two pastry chefs’ versions, which was available at the store during the Christmas season.

In late 2019, La Mallorquina opened two new stores. A weekend pop-up at the Madrid Flea Market, and an exclusive store on the corner of Calle Velázquez and Calle Hermosilla. For both openings the challenge was to communicate how the brand had grown.