For the opening of Mística at EDITION Madrid, we developed the content strategy and content framework that shaped the venue’s digital presence from day one.

Starting with an in-depth analysis of Madrid’s nightlife and cultural landscape, we defined a distinctive content direction and social behaviour that positioned Mística as one of the city’s most intriguing after-dark destinations. Mysterious, mischievous and deliberately discreet. A hidden world beneath the hotel, designed to be discovered rather than announced.

The strategy established a cohesive content ecosystem across social channels: from audience definition and editorial pillars to creator strategy, publishing frameworks and activation plans. Ensuring every touchpoint reinforced the same identity while remaining true to EDITION’s cultural roots and contemporary perspective on hospitality, culture and nightlife.