Dozens of people queued on Tuesday morning under the sun in Plaza de Callao, a key hub in Madrid, next to a massive white cube that has occupied half the square since the weekend. Those waiting their turn, some for nearly two hours, justified the time spent outdoors to purchase items from a Zara collection designed in collaboration with the artist Bad Bunny.

The coveted items are part of a 150-piece clothing line by the brand under the name Benito Antonio, inspired by the Puerto Rican singer's universe. These include light linen suits, similar to one he wore at the Superbowl, and hoodies with the 'Nueva Yol' lettering, which are already sold out in other stores and on the brand's website.

Zara has taken over 375 square meters in this prime capital location, coinciding with the series of concerts Bad Bunny is performing in the city, attracting tens of thousands of fans. The ephemeral store, housed within the white cube, will remain open for the next two weeks.

According to municipal fees consulted, the company owned by Amancio Ortega is paying just over 10,000 euros per day for this space, totaling around 150,000 euros for the entire showroom. This public space rental, calculated solely by area and not height, allows Zara to create a highly visible advertisement from a distance. It also serves as a significant distribution point for thousands of garments, sold directly on-site or directed to the nearby store in Plaza España.

Callao Square hosts the most advertising events in the capital. Located on the Gran Vía, it sees 123 million people pass through annually and is a favorite spot for influencers and TikTokers. Officials from Callao City Lights note that 'everything that happens in Callao goes viral'.

Numerous brands seek a presence in this square, with final authorization depending on the Madrid City Council. Events range from film premieres and concerts to more promotional activities, including a beach wrestling setup with volcanic sand brought from the Canary Islands.