For the opening of its new flagship in Madrid, HOFF hosted an event conceived to mark the beginning of a new chapter for the brand. The activation was centred around two key milestones: the appointment of Alexa Chung as the brand’s new face and the arrival of David Tourniaire-Beauciel as Head of Design, reinforcing a renewed creative direction. The space at 37 Velázquez Street was positioned as the stage from which to give visibility to this evolution, present its new creative universe and connect with the community at a particularly significant moment for the brand, establishing this launch as a true turning point in its trajectory.

In this context, Fabra Comunicación was responsible for the full guest management strategy, including the invitation of guests, influencers and media, as well as the organisation of the media call and the coordination of VIP and celebrity profiles. This ensured attendance fully aligned with the positioning and objectives of the launch. A carefully curated selection of profiles from the national and international creative scene was assembled, combining established talent, cultural opinion leaders and emerging digital profiles with strong amplification potential. Figures such as Najwa Nimri, Milena Smit, Palomo Spain, Martiño Rivas and Alfonso Bassave, alongside a broad representation of influencers and content creators, attended an evening conceived as a celebration of the brand, with a strong social dimension and high amplification capacity.

The result was an activation with significant media and social impact, successfully positioning this new chapter for HOFF while reinforcing its visibility within the creative landscape. The guest strategy enabled the event’s reach to extend well beyond the physical space, amplifying the brand message across multiple channels and audiences. From a press perspective, the activation generated over 150 organic placements and achieved a PR Value of approximately €600,000, strengthening the relevance of the launch and its projection across both media and digital environments, and consolidating its impact within the sector.