ALETTO HOTELS

The Berlin hotel group aletto Hotels opened its new lifestyle hotel in the heart of the capital in spring 2020, celebrating its successful brand relaunch at the same time. Founded in 2002, the hotel group quickly made a name for itself with its youth hotels and expanded throughout Germany. With the new hotel, aletto Hotels now presents itself in a completely new look and with an innovative hybrid concept. At Potsdamer Platz, the new aletto Hotel offers a timeless, elegant premium economy hotel for young and old. We designed a pre-opening event to publicize the new hotel and the reorientation of the brand. The challenge: in times of COVID-19, a classic opening was not possible.

From idea to implementation in just a few days - because extraordinary times call for extraordinary actions. Together with aletto Hotels, we developed a completely new kind of pre-opening event: press representatives were able to get a first impression of the hotel not only on site, but also virtually. While a small group of local and trade journalists - in compliance with all hygiene regulations - were able to see the new hotel for themselves during a design tour, a press conference followed, to which other journalists were connected virtually. This was followed, with the necessary distance, by a jointly developed presentation by aletto Hotels: from the beginnings, through experience gained, to the new concept.