(Special from Madrid) Located in the center of Madrid, a few meters from the impressive city. royal theatera secret artery covered in paper and desire paves the way. This ritual is unmistakable. Every once in a while, the sound of a bell breaks through the noise of the capital, signifying that a new wish has been entrusted and released into space. it is wish shopfrom the letter-filled facade to the crowded nooks, this space attracts tourists and locals alike.
The idea behind this unique project is Daniela Caminoa native of La Plata, is a former advertising creative director who became a citizen of the world after a 25-year work journey. His life, marked by a frenetic pace of publicity, reached its climax with the death of his parents. “I wanted to do what was most fulfilling for me,” he confesses. After many years of working in multinational institutions, Ogilvy, McCann Erickson and wonder manAnd after stopping in Costa Rica, Barcelona and Texas, he returned to Madrid and was unable to proceed any further.
From overview to demonstration
The establishment at 7 Escalinata Street wasn’t born with the magical vibe it has today. “Actually, it wasn’t Wish at first, and it wasn’t even a store,” he says with a laugh.
In fact, this magical corner is small storyanalog space for creative workshops and life books for children. “I wanted to write down important moments in my daughter’s life so I wouldn’t forget them,” she recalls. And the idea escalated from my daughter to my children to my parents and grandparents.
The decisive turning point came at Christmas 2022. “When I saw people walking by looking down and writing on their phones or sending messages on WhatsApp, I thought it would be great if they could write on WhatsApp. paperjust like before,” he explains.
Cordoba speed crackdown: Men behind the wheel keep pressing the accelerator
So he erected a small tree with his own wish that people would give up their cell phones for a while. “Soon, the tree was filled with wishes, and I started leaving them on the tree because I don’t throw away any of the wishes that people leave here.” facade I was nailed to the wall of the store. ”
The current name is wish shopwas, ironically, the best marketing campaign ever. “Actually, it was the people who gave it the name, and they started calling it that. So we changed the name. So it organically and naturally evolved in this direction,” he says.
Over 160,000 wishes with certainty
Now, the store doesn’t just take the written word, it delivers what the Camino says. “Soulful souvenir”They are all created based on this concept. law of attraction. The star object is old key: “Our philosophy is that a padlock closes, but a key opens. So you’ll always find a key here,” he says. There is also a small jar with three wishes. declaration of desireNotes for studying “Manifesto”.
The businessman from La Plata has no doubts about the strength of his philosophy. law of attractionAnd this is exactly about this law, this principle. Because if you believe it, you believe it. ”
This virality is both surprising and natural. 160,000 wishes People from all over the world come to write their wishes. The strangest thing is that he became famous without any strategy or digital marketing campaign. ”
This store is desire is universal. But Camino is aware of cultural differences. For example, “Italy, Mexico, and Argentina want love first and health second. Some countries, like France, put more emphasis on personal growth and self-awareness. Russia was surprised by this personal growth. There are also very spiritual countries like Japan.”
The trunk of wishes that came true and the novel in progress
And what will happen to the pile of desires that have piled up? “We have a small warehouse-like space. There’s so much that we can’t fit everything inside. At some point, we have to remove what’s already there to make room for the new stuff. But we don’t throw anything away.” Together with them, Daniela has a plan. mysterious ritual And crucially: “We’re going to have a very spiritual ceremony, like they do in Japan, where they burn them and ascend into space.”
‘I don’t want my wife to take contraceptives’: Changes driving vasectomy in Cordoba
Contrary to common superstitions, in this temple desire is convey it and fulfill it: “It’s a lie that you don’t have to say your desires, because otherwise they won’t come true. On the contrary, the more you say them, the more you manifest them, the more the universe listens to you and everything begins to conspire to attract them,” he says.
The upper limit of remuneration is Trunk of fulfilled wishes It’s on the street. When someone realizes that their first wish has come true, they leave it there and certificate and special gift.
The business is made possible by these sales.A soulful souvenir” and a deep appreciation for authenticity (its furniture is unique pieces from Madrid), the Camino has already defined and expressed new aspirations. publish a book. “I want to write a novel, but it’s inspired by real events. So it’s fiction, but it’s based on real events. I’m writing it, and I’m halfway there.” And the magic is complete, he declares. “This book will be magical because the wishes that people place here will be integrated into the story and manifest.”
About The Author
