Hôtel Mahfouf for Zalando

Context

To mark Valentine’s Day, Hôtel Mahfouf and Zalando launched Room 14, an exclusive collection of 22 ready-to-wear items and accessories, combining retro inspiration and modernity.

Response

Alongside this launch, a poster campaign, digital films, influencer marketing and an immersive event activation were put in place, with the opening of a pop-up store in Paris from 14 to 16 February 2025. The campaign and pop-up were designed by the Social Club agency. Beastly managed the campaign from start to finish, from marketing to execution. The agency wore two hats, acting as both a consulting agency for Zalando and a talent agent for Lena Mahfouf. The teams supported Hôtel Mahfouf, Zalando and Social Club in developing the collection, setting up the campaign and pop-up store, and amplifying the influence and events surrounding the latter.

Method

Lena Situations and Hôtel Mahfouf posted Instagram Stories and Reels for over a week, showcasing both the collection and the pop-up. Ten talents (Mlee_sts, Jaimetoutcheztoi, Namsirine, Samiabiche, Chloe Gervais, Carla Ginola, Isabeaudelatour, Louisergt, Isia, and Eva Queen) were enlisted to embody the collection in a Valentine’s Day context.
The agency organized the pop-up launch party, held on 13 February in the heart of the Room 14 pop-up, bringing together more than 80 talents. We also invited six influencers to come and discover the Room 14 pop-up in Paris from 14 to 16 February and its various activities.
– An immersive experience with the Lobby Boys
– A Vegas-style chapel to seal fun unions with an Elvis impersonator
– A café to enjoy unique pastries inspired by romance
– A mini-game with surprises and pieces from the collection to be won