The storefronts were covered in pink 38 sq m. by 2.30sq meter fences, (brand identity colour), with a hole in the centre and a message: "Peek here and find out that MARISA is preparing for you." Through the hole a video with women dressed in lingerie renovating the store could be watched. A week before the opening, apart from the video a countdown on the siding, showed the time left to open doors.

The video reached over 80,000 views on the Internet in less than four days. Spontaneous media spread rapidly on blogs and major portals, newspapers and magazines sites, resulting in more than 80 news mentions at the week of action release.What could have been just a local opening action reflected and reverberated through the Internet and social networking, as well as word-of-mouth.The strength of this action lies in its simplicity and engagement, added to media amplification contributed to set up a new era for Marisa brand as well as Marisa Lingerie.