The campaign, which features a tagline of "move closer" with a specially adapted Nipper logo, will be supported across the retailer's 280 stores through in-store and window displays, as well as online at hmv.com and via selected national press advertising.
The Love Shack is a photobooth featuring Boothnation Photostream technology. Visitors enter the booth and select from a number of a heart-shape graphics bearing the title of a famous love song, which they can then include in their free set of HMV-branded photographs.
Featured lines include: Love is in the Air, You're The One That I Want, You're Still the One, Love Will Tear Us Apart and Marry Me.
The Love Shack will be open to the public at 150 Oxford Street public between Friday Feb 12 to Sunday Feb 14 (12 noon - 4.00pm).