Skift Take

Cross-promotions like this are most successful when both sides have something to gain. While Seagram's gets access to a new audience, The Corner Hotel can enhance its reputation.

The luxury sector is experiencing a growing trend towards cross-industry collaborations between fashion, hospitality, accessories and auto brands, and today we’re looking at one such activation that blends not only industries but cities.

One of Barcelona’s newest boutique luxury properties, The Corner Hotel, partnered with Seagram’s Gin to bring quintessential New York experiences to its local community and guests. Running for six weeks between November 1 and December 16, four famous New York venues brought their leaders and their offerings to the hotel.

The experiences include the NY Shaving Company barbershop and its founder John Scala; historic Greenwich village cocktail bar Dante and head bartender Stacy Swenson; Williamsburg, Brooklyn brunch hotspot Sunday with co-owner Jaime Young, and musicians from famed jazz club the Blue Note.


Seagram’s wanted to transfer the New York experience to Barcelona and worked with the Spanish experiential and marketing agency El Senior Goldwind to make the idea a reality.

The initiative is part of Seagram’s efforts to establish itself in Spain and builds on experiences coordinated in Madrid earlier this year.

“Barcelona is one of the most important markets for Seagram’s in Spain. We started the Seagram’s Hotel project last year in Madrid and it went so well that we decided to take it on the road. The cocktail industry in Barcelona is also very developed. Since we are always bringing the best cocktail bars in the world, we knew that it would be a great fit to the city,” said Rodrigo Leme, director general of El Senor Goldwind.

Although this was the first of its collaborative activations, it was a natural fit for the hotel which has hosted activities such as live jazz and tastings since its opening in October 2016.

“It was easy since there was good chemistry between the two teams,” said Martí Majoral, general manager at The Corner.

The Corner Hotel’s primary customer base is primarily middle-age guests, about 60 percent coming for leisure and 40 percent for business.

“The activation appeals to our guests because they are looking for something more than a bed and breakfast. They want to enjoy the city and be able to have different experiences. They’re always delighted when The Corner staff explain the project and activities,” said Majoral.

The success of the partnership is measured in direct sales, social engagement, and consumers’ opinions.

“There are so many brands involved in this project that each one of them have their own goals. Our biggest challenge is to achieve the goals of every partner,” said Leme.

“And this is also the biggest reason of the success of the project, it’s a win-win situation to everyone.”


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Tags: barcelona, brands, hotels, luxury

Photo credit: New York's Blue Note Jazz Club was transported to Barcelona as part of a tie-up between The Corner Hotel and Seagram's Gin. The Corner Hotel

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