# Bloody Holiday Branding Gianfranco Pampaloni's Valentine's Day Store Display is Really Bizarre By Jordan M | Published 2011-02-15 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/gianfranco-pampalonis-valentines-day References: [dezeen](http://www.dezeen.com/2011/02/14/il-cuore-e-una-pompa-by-pampaloni) & [pampaloni](http://www.pampaloni.com/) Valentine's Day is traditionally a celebration of love, [chocolate](https://www.trendhunter.com/trends/gardners-candies) and lots of cheery things, but Italian silversmith Gianfranco Pampaloni's [Valentine's Day display](https://www.trendhunter.com/trends/valentine-collection) has a whole different approach to celebrating the holiday. Titled as “Il cuore è una pompa” (the heart is a pump), Gianfranco Pampaloni's bizarre marketing strategy involves hanging a real heart in his store's display window and then piercing it with a silver arrow. Around it, he has also hung some of his [jewelery pieces](https://www.trendhunter.com/trends/valentines-day-jewelry1) in what is undoubtedly a bold and polarizing marketing move. Regardless of what you may say about it in terms of taste, you can't deny that Gianfranco Pampaloni's bold move has definitely got people talking. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 44% | Activity: 62% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Romance](https://www.trendhunter.com/romance) ## Key Themes ### What's Driving This Trend - **Controversial Branding:** Bold and polarizing marketing strategies can attract attention and generate conversation around a brand. - **Unconventional Visual Merchandising:** Using shocking or unexpected images in store displays can capture attention and stand out from competitors. - **Shocking Advertising Stunts:** Controversial tactics, such as displaying a real heart in a store window, can make a lasting impression on customers and generate buzz for a brand. ### Who This Affects Most - **Jewelry Design:** In the increasingly crowded jewelry market, unconventional and bold branding can help a company stand out and attract customers. - **Retail:** With the rise of e-commerce, brick and mortar stores are turning to unconventional visual merchandising tactics to attract customers and drive sales. - **Advertising:** As consumers become more immune to traditional advertising tactics, companies are turning to shocking and controversial stunts to generate buzz and capture attention. ## Related on Trend Hunter - [Unconventional Valentine Cards](https://www.trendhunter.com/trends/happy-disingenuous-romance-day-valentine-card.md) - [Luxury Valentine’s Day Campaigns](https://www.trendhunter.com/trends/together-valentines-day.md) - [Suggestive-Visual Celebratory Chocolates](https://www.trendhunter.com/trends/valentines-day-chocolates-1.md) - [Curated High-End V-Day Collections](https://www.trendhunter.com/trends/valentines-day-gift-selection.md) - [3D-Printed Valentine's Day Chocolates](https://www.trendhunter.com/trends/valentines-day-bonbons.md) - [Valentine's Beef Jerky Hearts](https://www.trendhunter.com/trends/meathearts.md) - [Educational Valentine's Campaigns](https://www.trendhunter.com/trends/language-of-love.md) - [Valentine’s Day Shower Products](https://www.trendhunter.com/trends/strawberry-heart.md) - [Romantically Themed Chocolate Products](https://www.trendhunter.com/trends/venchi-valentines-day-collection.md)