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25 Years of strategy, creativity & innovation

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An integrated agency

with passion at its heart.

Graphic Diamond shape

Case Studies

  • Nissan - Jenny Jones Signature Film

    Nissan

    Jenny Jones Signature Film

  • SFMOMA - San Francisco MOMA UK Launch

    SFMOMA

    San Francisco MOMA UK Launch

  • USA Discovery Program - Global Engagement Platform

    USA Discovery Program

    Global Engagement Platform

  • Valentine's Wild Table - Culinary TV Series

    Valentine's Wild Table

    Culinary TV Series

  • EA Heliski - High-End Ski Holiday Website

    EA Heliski

    High-End Ski Holiday Website

  • Little Black Dress - Integrated PR Campaigns

    Little Black Dress

    Integrated PR Campaigns

  • California Classics - Immersive Cinema Event

    California Classics

    Immersive Cinema Event

  • Movado - Time for a Movie

    Movado

    Time for a Movie

What we do

Having a full range of capabilities in house means we can deliver on any brief in an agile and integrated way, marrying sound strategic thinking with the best of creativity and production.

Media & Advertising
Digital
Creative Campaigns
Travel PR
Fashion & Lifestyle PR
Content Production
Travel Representation
Experiential & Events
Movado Taxi Campaign

From direct response to global content initiatives and national TV campaigns we help deliver campaigns that define your product or service and connect them with the right audiences.
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South African Airways Mockup

Stunning consumer websites, complex apps, engaging online marketing campaigns - we have the experience & expertise to deliver across digital channels.
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EA Heliski website

We develop original and engaging multi-channel campaigns that captivate and delight.
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Travel PR

A vast knowledge of media in the travel world ensures integrated PR campaigns that effectively reach and engage bespoke audiences.
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Little Black Dress Promo shot

Our fashion & lifestyle PR team have decades of experience in successfully launching and growing brands.
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BtS of Nissan Unleashed filming

Black Diamond's roots lie in content production, and we are as stronger at it than ever before.
Read more

USA Discovery Program Mockup

Our sales and marketing team specialises in the representation of travel brands, working seamlessly with the travel trade to ensure your product is ultimately top of mind with the consumer.
Read more

Brand USA Launch

Black Diamond has a long history of producing and promoting high-impact, memorable events.
Read more

  • MEDIA & ADVERTISING
    Movado Taxi Campaign

    From direct response to global content initiatives and national TV campaigns we help deliver campaigns that define your product or service and connect them with the right audiences.
    Read more

  • DIGITAL
    South African Airways Mockup

    Stunning consumer websites, complex apps, engaging online marketing campaigns - we have the experience & expertise to deliver across digital channels.
    Read more

  • CREATIVE CAMPAIGNS
    EA Heliski website

    We develop original and engaging multi-channel campaigns that captivate and delight.
    Read more

  • TRAVEL PR
    Travel PR

    Integrated PR campaigns that effectively reach & engage travel trade audiences.
    Read more

  • FASHION & LIFESTYLE PR
    Little Black Dress Promo shot

    Our fashion & lifestyle PR team have decades of experience in successfully launching and growing brands.
    Read more

  • CONTENT PRODUCTION
    BtS of Nissan Unleashed filming

    Black Diamond's roots lie in content production, and we are as stronger at it than ever before.
    Read more

  • TRAVEL REPRESENTATION
    USA Discovery Program Mockup

    Our sales and marketing team specialises in the representation of travel brands, working seamlessly with the travel trade to ensure your product is ultimately top of mind with the consumer.
    Read more

  • EXPERIENTIAL & EVENTS
    Brand USA Launch

    Black Diamond has a long history of producing and promoting high-impact, memorable events.
    Read more

Movado - Time for a movie


BACK-STORY

Movado are a prestige American watch brand. Their ‘Museum’ timepiece sits in the MOMA, NYC as an example of classic watch design. Black Diamond were engaged to increase Movado’s awareness in the UK with an arts-based sponsorship coherent with the brand’s ethos and style.

PROLOGUE

Black Diamond created a strategically bold, three-pronged campaign embedding Movado in the culture of UK cinema-goers.

Movado online advertisement

PLOT 1

MOVADO now hosts the homepage of the UK’s largest movie website, SHOW FILM FIRST (over 1.2million members).

In conjunction with SFF, Black Diamond developed and launched monthly online movie magazine. Creative director, Craig Johnson, designs all the covers.

Movado publication advertisement

PLOT 3

The final piece of the script, Movado are now the proud sponsors of the British Independent Film Award (BIFA) for Best Actor category. Won by Brendan Gleeson (2014) and Tom Hardy (2015).

Sequel

Black Diamond have been retained by Movado to continue developing their brand in the UK.

Movado Time for a Movie Cover

PLOT 2

Simultaneously, Movado took over sponsorship of Time Out Magazine’s free movie preview screenings.

For each promoted screening, Time Out produce a stand alone page in their magazine. Each page features an integrated Movado banner with a dialogue (always ‘time’ related) written by Craig Johnson that reflects the preview movie’s themes.

Black Diamond also created a pre-screening trailer featuring a bespoke animated Movado Time For A Movie logo sequence.

Movado promostional shot
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Jenny Jones Signature Slope


THE STORY

Working with TBWA London we produced Nissan’s ‘Personalise Your Thrill’ commercial starring Olympic medallist Jenny Jones. Black Diamond undertook all logistics of shooting a snowboarding film in the height of summer, using natural colouring dyes to create colour codes, and transporting tons of snow around the mountain to create the illusion of a winter’s day.

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San Francisco MOMA UK Launch


San Francisco Museum of Modern Art event, London

OUR BRIEF

To celebrate the expansion and re-opening of the San Francisco Museum of Modern Art (SFMOMA), San Francisco Travel Association (SFTA) tasked Black Diamond to create a bespoke event for invited travel industry and press guests to network with attendees from SFTA and SFMOMA, learn more about the re-opening and latest developments and events in San Francisco.

San Francisco Museum of Modern Art event interior

ROUTE

Given the requirement of the client for a highly bespoke event, and using the SFMOMA as a creative inspiration, we sought to find a venue that offered a gallery atmosphere, while also allowing us to dictate the branding of the venue and the event.

Working with Icetank in Central London, we used this space and took it from a blank canvas and brought a San Francisco and SFMOMA experience to London. With use of over-sized prints and the space of the venue itself to evoke an art gallery aesthetic, combined with a San Francisco vinyl print on the expansive windows to give the illusion of a night in San Francisco, this event maximised the potential of the space.

San Francisco Museum of Modern Art event beer and wine

OUR RESULTS

The client was delighted with the event – “A huge “Thank you” to the entire team for yet another series of great and successful events” was just one of the pieces of feedback we received.

Guests on the evening found the event to be both exciting and informative, and even members of the public were seen admiring the San Francisco skyline!

San Francisco Moma London event
San Francisco Museum of Modern Art event exterior
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Training page on iMac

USA Discovery Program


Background

The mission of Brand USA is to encourage increased international visitation to the United States and to grow America’s share of the global travel market. Brand USA works in close partnership with the travel industry to maximise the economic and social benefits of travel.

With training programmes already existing for many destinations within the USA, such as Florida and New York, Black Diamond saw the opportunity for a unified platform highlighting the diversity of the USA.

What we did

Black Diamond brought its strategic travel industry, digital and research expertise together to develop a clear direction for the platform, collecting insight from all areas of the travel trade. Executing a complete service, we delivered everything from full front and back end development through to content creation, global training, and ongoing promotion and reporting. We continue to maintain and support the platform, and it remains on a proactive and innovative development path.

website mockup on iPhone
California promo shot
website mockup on Macbook

Results and outcomes

Launched in the UK & Ireland in the summer of 2013, the engaged agent community has surpassed 12,000 members and continues to grow. It is live in six global markets with six more set to launch in the next 12 months.

The USA Discovery Program is recognised as an industry leader in online training in the travel industry, having won a number of industry awards. It continues to develop and to be a core piece of Brand USA’s agent engagement initiative.

Training program mockup on multiple devices
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Valentine Warner's Wild Table


THE STORY

Black Diamond secured funding from the Canadian Tourism Commission to produce this 14-part culinary television series for Fox International Channels, with Director/cameraman, Joe Harding, following renowned TV chef, Valentine Warner, as he forages and cooks up wild produce from the extremes of this vast, diverse country.

Valentine Warner's Wild Table

Renowned TV chef Valentine Warner travels to the 4 corners of this amazing country visiting the bustling metropolis of the cities to the winelands, rivers, forest, mountains, farmlands and coastal regions to uncover all of Canada’s food secrets from origin to table.

Valentine Warner fish

Each episode begins with Valentine arriving in a new region. He explores the area, meets the locals, sources ingredients and then cooks his own take on a traditional recipe using the best local produce. Valentine serves the finished dishes to a range of hungry guests including local families, festival attendees and even an entire community with the location as the backdrop to his ‘wild table’.

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EA Helisko promotional shot

EA Heli


Background

Elemental Adventure is an established operator of luxury, global heliskiing tours. As their competitors began to invest heavily in web development and digital marketing, they approached Black Diamond to help raise their online profile and ensure they remain at the forefront of their market. Our digital and creative teams collaborated to produce a visually beautiful and highly interactive website that will serve as an effective hub for their online activity.

EA Heliski promo shot
EA Heliski promo shot
EA Heliski promo shot
EA website viewed on iPhone

What we did

Customer behaviour and market research, brand development, visual design, front end development, wireframing, user experience design, interactive map design, responsive design, back end development, server administration, digital marketing consultancy and support (SEO, PPC, email).

Results and outcomes

Even before launching any new marketing campaigns, the positive results of the new site became evident. A 45% year-on-year increase in traffic during the busiest booking season was recorded, along with a significant increase in online customer conversion. Combined with data and insight-led digital campaigns, their return on online marketing investment continues to improve.

EA website viewed on multiple devices
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Little Black Dress


Little Black Dress PR Coverage

OUR BRIEF

Our remit was to launch the AW15 'LBD Collection' to press with a fantastic celebrity and press party.

Taking place at the prestigious Cafe Royal Hotel, the new collection by Little Black Dress was successfully launched, seeing over 200 attendees from press, bloggers and celebrities.

Little Black Dress PR Coverage Little Black Dress PR Coverage

Guests were treated to a first look at the beautiful collection whilst sipping on a ‘Little Black Dress Cocktail’ and having their portrait painted by fashion illustrator, Kris Keys.

This was also the evening where Little Black Dress announced their partnership with Britain’s Got Talent judge, Alesha Dixon who joined their board of directors.

Little Black Dress PR Coverage
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California Classics


The Concept

An extension of a travel marketing co-op campaign with The Guardian and Sky Movies, Black Diamond brought together Visit California and Future Cinema to create one of the largest immersive live cinema events in London. With 8,000 attending unique, outdoor screenings of The Lost Boys and Top Gun at Canary Wharf over two days in September 2011.

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Adventure Film Festival


THE STORY

Started in 2006, the Adventure Film Festival is the only UK-wide film event of its kind. Bringing brands closer to adventure audiences from Inverness to Exeter, we pride ourselves on picking incredible, never-before-seen content and showcasing it in over 30 cinemas nationwide every October.

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Brand USA Launch


THE STORY

Black Diamond had the prestigious task of introducing Brand USA as a global brand to the travel industry at World Travel Market in November 2011. Involving meticulous and discreet planning, we organised the brand reveal at a luxurious event at the National Maritime Museum as well as two global press conferences at WTM and a breakfast launch at BAFTA, Piccadilly.

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Brand USA MegaFam


OUR BRIEF

Black Diamond has worked closely with Brand USA, the destination marketing organisation for the United States, since its launch in 2012. As a newcomer, Brand USA had to work fast to establish itself as an innovator in the market and we have been integral to that development.

Megafam TTG Page Takeover

OUR THINKING

When you’re a country as big as the United States, why host a small fam trip when you can host a large one? Thinking along these lines, we devised the MegaFam – a fam trip for 100 agents to experience the USA for themselves.

Megafam Group

MAKING IT HAPPEN

Travelling on one of seven different itineraries, each group explores a number of different states on one big road trip, before heading to a finale destination. Here the agents will share their variety of experiences with the goal of educating other agents and enabling them to better sell the destinations upon return.

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Brand USA Visiting Journalist Programme


Brand USA was new to market and had no programme in place to host media in return for compelling features. The challenge was, with so many states hosting their own media to the USA, how could we enhance activity and be useful? Using our in-depth market knowledge we created the Visiting Journalist Program which has now been replicated across Brand USA’s 18 markets globally.

RESULTS

With an ROI of $488:$1, last year we reached an Equivalent Advertising Value of $31,783,588 reaching 874,809,470 of our target circulation.

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Brochure Analysis Mockup

Brochure Analysis App


Background

Analysis of trade brochures has long been one of the cornerstones of measurement for the travel trade. Traditionally it is a time consuming, decentralized process that results in each trade market completing ad hoc reports each year.

We recognised the potential for producing an online application that would allow each market to upload their brochure analysis data into a single system, allowing reports to be compared by market and year-on-year.

Statistics screenshot
Destinations screenshot
Single destination screenshot
Brochure screenshot

What we did

As this was a totally new concept, we undertook research with both travel trade teams around the world and with destination clients to better understand their different issues and requirements. Using wireframe prototypes and illustrations of information architecture, we worked closely with the industry to develop a tool that combines a simple yet effective interface and robust front-end and reporting features.

Results and outcomes

The brochure analysis app has now been successfully operating for over three years, and has encouraged and achieved continuity of reporting across all markets.

We are now planning for a second phase to this project, allowing for both online and offline brochures to be automatically scraped and analysed into a single data set for each market. As a larger percentage of trade brochures migrate online, this new development future-proofs the concept of brochure analysis.

App Mockup on multiple devices
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Charley Boorman’s USA Adventure


4 x 46min travel documentary for Channel 5 Television

Pitched and had commissioned a 4 part adventure travel series with Charlie Boorman aired on Channel 5. Black Diamond secured both channel commission as well as funding from multiple commercial partners.

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H1 Club website viewed on Macbook

Hugo Boss H1 Club


Our Brief

BOSS Watches approached Black Diamond to strengthen their positioning in the UK grass-roots golf market, and to build deeper relationships with both male and female golfers. As the sport continued to increase in popularity with new demographics, and the nature of golf club membership remained in a state of change, we had to create a concept that would engage all types of golfers.

H1 Club website screenshot
H1 Club website screenshot
H1 Club website screenshot
H1 Club mockup on multiple devices

What we did

Whilst creating and actioning an integrated PR strategy, we also developed the BOSS H1 Club - an online club that gifts a free BOSS watch to golfers who have achieved a hole in one. The website leverages social and email messaging to maintain a dialogue between BOSS Watches and its golf audience, and allows them access to private offers and limited edition products.

Features include an e-commerce area, integration with third party apps such as HowDidIDo, and an advanced content management and member engagement platform.

Results and outcomes

BOSS Watches now has a branded presence in over 80% of UK golf clubs, and over 10,000 members have joined the H1Club website.

In addition, the PR campaign resulted in 1100 editorial pieces in 2014, and BOSS Watches grew by 46% in 2014 and 71% in 2015, despite having already been in the market for 17 years.

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South African Airways home page mockup

South African Airways Trade


By creating an online portal for the Travel Trade, we reduced the volume of inbound calls to South African Airways trade team, allowing them to focus their resources on more productive activity.

Background

South African Airways (SAA) is the national carrier and largest airline of South Africa. SAA is Africa’s most awarded airline and operates from Johannesburg, South Africa, to 38 destinations worldwide. The SAA UK trade team was in need of a travel trade­-facing portal, containing useful resources and information about the airline. Inundated with requests for photographs, logos and general information, these repetitive tasks could be handled in a more time effective and simpler way with an easy­-to-­use online resource to direct queries to.

South African Airways promo shot
South African Airways promo shot
South African Airways promo shot
South African Airways promo shot

What we did

From an initial idea, we worked closely with the client to develop the concept, information architecture, and user interface. This involved stakeholder research sessions and development and testing of a visual wireframe prototype, and resulted in a clear brief and direction for the portal. We then built the website and assisted SAA in creating and uploading content then launching to the trade.

Results and outcomes

Black Diamond successfully built a product that was useful for both the trade using it as a service, and SAA using it as a business resource. Saving hours of time in phone calls, emails and administration, SAA are now looking to replicate the site across 8 more markets, with similar sites commissioned in Germany and USA in 2016.

South African Airways multiple device mockup
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The Telegraph Media Partnership


Telegraph interactive USA map

To create an all-compassing multi-media media campaign about the USA that allowed for partner buy-in and conveyed a number of key messages to a target demographic, we had to find the right outlet with the right audience. By working the value-add composition, we were able to develop a robust partnership with The Telegraph, including additional editorial features beyond the commercial element, that have appeared as a direct result of the partnership.

A brand new USA tab on the Telegraph website brought 434,310 uniques to visit in four months, and pre- and post-wave research showed that Telegraph readers intend to spend £82,531,680 on holidays to the USA.

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Action shot of skiset skisuit in use

Skiset


Background

Skiset Europe’s largest ski and snowboard rental company wanted to introduce online ski rental to the UK market and capture reservations before skiers got to resort. Black Diamond created a distinctive design, helped explain why online reservation was the way to go and planned a national press campaign that has been running for the past six seasons.

skiset advertisement
skiset advertisement
skiset advertisement

Results and outcomes

Skiset’s online bookings have increased over 200% in the 5 years since employing Black Diamond grabbing so much share that its competitors exited the UK market.

skiset advertisement
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Great Gardens of the USA


Great Gardens of the USA Charleston Garden

The challenge was to showcase the USA’s great outdoors and its proximity to urban gateways in an accessible setting for the UK consumer. By securing a spot at the RHS Hampton Court Palace Flower Show in July 2015, we worked with two destination partners to bring a piece of America to the outskirts of London.

We designed and created a bespoke booklet and ran a competition resulting in data capture of 11,000 consumers. PR around the garden was maximised with coordinated social media, press releases, interviews, a launch media event, integration with The Telegraph and a very special visit from HRH Camilla, Duchess of Cornwall.

Great Gardens of the USA Boston Garden
Great Gardens of the USA Boston Garden
Great Gardens of the USA Boston Garden
Great Gardens of the USA Cover
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Warren Miller Ski Film Tour


THE STORY

Black Diamond has managed the Warren Miller Ski Film Tour in the UK for over 20 years. The annual Warren Miller film travels the length and breadth of the country, attracting a cult-like audience to its unique cinema screenings every November and December. This well-established event makes it perfect for any brand wanting to tap into a receptive winter sports audience. It’s right there for the taking.

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Nissan Unleashed


THE STORY

We sourced, cleared and repackaged over a hundred hours of action sports content for BT sport. This huge editing output of Snow, Water and Terrain sports required consistency of editing practices and strict quality control. We created sponsor idents for Nissan UK featuring Olympic snowboard medallist Jenny Jones from footage used on the “Personalise Your Thrill” ad.

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Visit California Sales Mission


Visit California UK Sales Mission

Building an engaging, informative and exciting sales mission for almost 20 distinct destinations and attractions is no easy task, but one which Black Diamond relishes. With separate, dedicated tracks for travel trade and PR, in the summer of 2015 we put together a week of meetings, events, networking opportunities and training sessions across three different locations in the UK & Ireland for the Visit California UK & Ireland Sales Mission. Using our extensive contacts, we ensured key members of the travel trade and PR attended our events and meetings, to guarantee that delegates on both tracks were able to achieve maximum return on investment.

On the back of our activity in previous years, the Visit California Sales Mission continues to offer a huge amount of value to both guests and delegates. Feedback received from the mission participants highlights the preparation, attention to detail and dedication to go above and beyond for our clients which ensure its continued success.

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Ugg


We were tasked with creating a PR plan that increased the longevity of the Ugg brand in the UK whilst raising awareness of products other than the classic boot. Central to the strategy was promoting Ugg as a brand that has relevance all year round, and by extension increasing spring and summer sales figures.

Following our campaign, Ugg Australia now has a 98% penetration in the UK market. We have overseen a 730% increase in 8 years, as well as continued seasonal increase in both demand and sales. Spring and summer sales have been particularly successful, showing a 1300% increase following execution of the PR plan.

Jenny Jones Nissan image
Making of Jenny Jones Nissan advert
USA Discovery Program mockup
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Yamaha MotoGP Race Film 2015


THE STORY

MotoGP is the world’s premier motorcycle racing championship featuring legends Valentino Rossi and Jorge Lorenzo. For the past ten years Yamaha HQ in Japan has commissioned Black Diamond to produce their corporate video documenting the season of the Yamaha Factory Racing team. A combination of live action footage and 3D motion graphics produced in Maxon Cinema 4D are used to produce the 16 minute video.

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Mr. Quintessential PR Campaign


OUR BRIEF

Black Diamond was tasked with launching mens premium cashmere brand Mr Quintessential to the UK market. This included creating all assets needed in order to see the brand launch including look book shoot, cut outs, design and corporate logo advice, video shoot and digital marketing strategy.

Mr. Quintessential coverage
Mr. Quintessential coverage
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O.W.L. Watches PR Campaign


Owl Watches PR Coverage

OUR BRIEF

We were tasked with launching O.W.L Watches to the UK media and building brand awareness to both trade and consumer titles. Balancing brand building coverage to drive through the business’ positioning and footfall, with coverage designed to increase sales and support the UK distributors.

Owl Watches PR Coverage
Owl Watches PR Coverage
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Autumn/Winter Press Day Banner

Autumn Winter 2016 Press Day


The Story

The Black Diamond PR team has a wealth of experience in running highly successful events to promote our clients. Our fashion and lifestyle press days are unmissable events for the brands we work with, showcasing their latest collections to all the top industry names.

Autumn/Winter Press Day - people talking
Autumn/Winter Press Day - Yull Shoes
Autumn/Winter Press Day - BOSS Watches
Autumn/Winter Press Day

On the Day

Our Autumn/Winter 2016 Press Day was attended by over 150 journalists from a wide variety of national publications and 30 of the most influential fashion bloggers. Hosted in the luxurious surroundings of the Westbury Hotel in Mayfair, we launched the Autumn and Winter collections of 18 of our diverse fashion and lifestyle client brands, from luxury watches to shoes to high-end men’s knitwear.

The Black Diamond team were on hand to escort the press attendees around the venue, ensuring they received a comprehensive overview of the history of each brand, and of their new collections.

Results

The press day received a wealth of positive feedback and was an undoubted success for all our clients, with over £200,000 of PR value generated and an immediate upturn in sales for many of the brands.

Coverage included high-profile articles in top publications such as the Sunday Telegraph and The Times magazine.

Autumn/Winter Press Day
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View over central London

Santa Monica at SkyLounge


Background

Santa Monica Travel & Tourism tasked Black Diamond with devising an experiential campaign to raise brand awareness among London’s affluent residents. Immersing consumers in a fun and memorable experience, is core to Santa Monica’s strategy, therefore Black Diamond built a unique venue and embedding Santa Monica in London’s lively summer scene.

What We Did

From initial concept drawings to physical build, to launch and promotion, Black Diamond transformed the Hilton DoubleTree – Tower of London’s rooftop terrace into Santa Monica at SkyLounge for over four months throughout summer 2016. Situated in the heart of the City of London, the area is buzzing both with city workers and tourists from around the world - the perfect location for a late-night summer lounge serving themed food and luxury drinks.

Taking inspiration from popular Santa Monica venues, Santa Monica at SkyLounge combines a laid back and vibrant atmosphere with immersive design elements such as ferris wheel seating, two selfie pods and sand next to real palm trees.

design drawing
SkyLounge mock-up drawing
launch night at the SkyLounge

Launch & Promotion

Key journalists, digital influencers and bloggers, travel trade and airline representatives gathered for the VIP launch night and for numerous events throughout its opening. Soon after its launch in May 2016, Santa Monica at SkyLounge started appearing in publications across the city such as The Telegraph, Timeout, Just Opened and a number of prominent blogs.

Whilst open, Santa Monica at SkyLounge will host over 100 diverse events, from meetups and takeovers to Sunday Fundays - a heady combination of yoga classes and bottomless brunches! The venue is being promoted by both Santa Monica and Hilton through a variety of channels, and supported by a large scale competition.

All the latest news and photos can be found at the Santa Monica SkyLounge website.

Cocktails at the SkyLounge
Entrance
Launch night food serving
launch night drinks
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