URBAN HIVE MADRID SPAIN

Bacana takes on the role of communications agency for the hotel Urban Hive Madrid from its arrival in the centre of the capital. The building, a former Telefónica headquarters, carries a powerful story: once it connected calls, now it connects people. The brief is clear: introduce a hotel conceived as a social hub and make Madrid feel it as its own. To that end, we shape the brand narrative and the energy of a place where something is always happening.

Our starting point is the strategic consultancy and corporate communication that defines positioning, messages and priorities before we speak to anyone. From there, we roll out a media relations plan aimed at travel, food and lifestyle press. We also prepare press presentations and encounters that place the hotel within the city’s cultural conversation. The approach folds in digital communication, so we strengthen the hotel’s reputation online too.

As the communications agency for hotels Urban Hive Madrid, we give visibility to GINA, the culinary heart where chef Matteo Sciacovelli leads the kitchen. Its rooftop with an infinity pool crowns the project with views over the skyline. In parallel, we design collaborations and co-branding deals with like-minded brands. We also map out a calendar of events and experiences: vermouth sessions, rooftop DJ sets and art nights that become reasons to come back.

The plan grows with influencer marketing and content creators who live the hotel from the inside and tell its story with ease. All of this reinforces the brand pillars: neighbourhood soul, warm hospitality and the promise that something is always happening here. Sustainability runs quietly through every choice, while a local art programme with works by Madrid-based women artists gives the project a distinct voice. In short, we support Urban Hive Madrid on its way to becoming the city’s new meeting point. Here you arrive as a guest and stay feeling part of something.