At Six / Hotel Launch

The Mission:

The opening of At Six - Stockholms new, elegant-with-a-twist, 5-star art hotel At Six in Stockholm was preceded of 2 years dedicated PR work. The opening also represented the start of a new era for a partly forgotten block in the midst of the city center. Hence the PR launch should be both iconic, flirty, arty and elegant - with a twist. 

The Idea:

Combined with an intense media processing prior the launch, a curated crowd of press and VIPs was invited by Ibeyostudio to enjoy a rehearsal opening of the brand new hotel 48 hours before the public opening. To act fully transparent and invite the most influential crowd to a brand new hotel before it is ready is bold, generous, risky, and a bit crazy, making it a night to remember. 

The Result:

Extensive media coverage in both national and international press, created editorial value much higher than investment. As for social media, trending # in the most influential circles made At Six a bespoken, well known, fully booked hotel since the day (before) it was open for business.