Since 2021, the work with W Barcelona has evolved alongside the hotel through some of its most significant moments of change.

What began through social media gradually expanded across campaigns, seasonal concepts, content strategy and direction, events, visual communication, brand activations and guest experience.

Over time, the role became less about individual briefs and more about continuity: working alongside internal teams and external partners to connect long-term vision with everyday creative decisions, while translating the evolution of W Hotels into a language specific to Barcelona.

From WDSS and New Year’s Eve campaigns to lifestyle productions, the evolution of SALT and NOXE, and the wider repositioning of the property, each project became part of a broader creative ecosystem. One built over time through consistency, experimentation and trust.

The collaboration also marked the beginning of the practice’s journey into hospitality, shaping much of how we think about places, culture and human experience today.