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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.

Santa Monica Skylounge Launch & Promotion
Entrance
Launch night food serving
launch night drinks
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