“The Virgin of Pilar says she does not want to be French, she wants to be the captain of the Aragonese troops” is one of the jotas that has crossed the borders of Aragon more than any other. It may be due to its historical character — something we do not doubt — or to its sense of humor, but above all, because it encapsulates the sense of belonging that Aragonese people feel toward the Virgin of Pilar, the protagonist of a tradition that places her arrival in Zaragoza almost two thousand years ago.
The Pilarica festivities were declared International Tourist Interest in 2019, and every October 12 they bring together family, friends, and visitors from all over in a city that during those days undergoes a complete transformation. IQOS* wanted to get ahead of the celebration to inaugurate its new 2.0 boutique and, at the same time, celebrate the start of one of the most important weeks on the Zaragoza calendar.
The brand, which introduced its heated tobacco offering in 2014, thus expands its presence in Spain with this new 2.0 boutique, the second of its kind after Bilbao’s and joins the recent international openings in Seoul, Milan and Dubai, which bring this new concept of a hybrid, state-of-the-art experiential space that redefines user interaction, with an unprecedented level of connection. And what better moment to open its doors than during the celebrations that best represent Aragonese culture and identity.
She did not want to limit the celebration to the confines of the boutique, but rather organized a dynamic inspired by the cachirulo, the traditional red-and-black checkered scarf worn by the Aragonese countryside men many years ago, one of the most popular and recognizable elements of the Pilar festivities. Anyone who purchases a brand product at participating points of sale will receive a cachirulo and a first stamp. The second will be obtained upon arriving at the boutique where, after completing one of the available actions, they will receive a third stamp that will allow them to participate in a scratch-and-win game with which they can have a chance to win a dinner.
