Event during 3 Days of Design for Radisson Hotel Group

We were tasked with positioning Radisson Collection Royal Hotel in Copenhagen within a contemporary design and lifestyle context – and making its iconic heritage relevant to a new generation.

The hotel is world-renowned as the first design hotel ever built, designed by Arne Jacobsen. But while its legacy is unmatched, a younger, design-driven audience had yet to fully engage with it.

Our strategy was simple: bring the design heritage into the now.

We chose to activate during 3 Days of Design – the Nordics’ leading design festival, known for taking place across the city and attracting a global audience.

In the hotel’s iconic Panorama Suite, we hosted an intimate cocktail event for a carefully curated group of journalists and influencers. Guests were given exclusive access to the only room that still retains its original interior – filled with Jacobsen design classics.

To ensure cultural relevance, we partnered with Aeris Cocktails to create a signature cocktail named after the room, inspired by the hotel’s history and design heritage.

Result:
The activation reached over 500,000 people on social media, with nearly all attendees sharing content.