HMV is installing a complimentary ‘Love Shack’ photo booth in its Oxford Street store as part of a Valentine’s Day marketing campaign, launching today (Friday 12th February 2010).

Visitors can get a free set of HMV-branded photographs by having their pictures taken in the booth. They can also select from a number of a heart-shape graphics bearing the title of a famous love song, which are then included on the photos.

Featured titles include Love is in the Air, You're The One That I Want, You're Still the One and Love Will Tear Us Apart as well as a special message that says Marry Me, just in case anyone is moved to make the ultimate romantic gesture.

The HMV Love Shack photo booth is manned by its own dedicated staff, features Boothnation Photostream technology and is fully kitted out with professional lighting, a high-end digital camera and a wind machine.

It will be open to the Oxford Street public between 12th February and 14th February from noon until 4.00pm each day.

The Valentine’s Day marketing campaign, which includes a ‘move closer’ tagline and a specially adapted Nipper logo with love hearts, will be supported across all 280 stores through in-store and window displays, highlighting gift recommendations for music, film and games titles. It will also appear online on hmv.com and through national press advertising.