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.