Case study | PR
Challenge
Launch SO/ Uptown’s pool deck in JLT with no built-in audience and position it as a credible destination against established Dubai beach clubs.
Approach
Framed the narrative around “curated pool culture,” blending hospitality with music, fashion, and food. Programmed themed nights (e.g., Karak Nights, Mawkini), paired them with FOMO-driven experiences, and layered in influencer partnerships and media outreach to ensure cultural cut-through.
Execution & imapct
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Themed programming: DJ bookings, performers, and décor for signature nights.
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Guestlist & RSVPs: tastemakers, KOLs, and brand-adjacent communities.
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PR office: crafted press assets, pitched to lifestyle/culture titles.
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Influencer seeding: curated lists + hosted creators on-site.
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On-site capture: high-impact social edits pushed in real time.
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Commercial models: advised on revenue-share (e.g., Karak Nights, Mawkini).
Results
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Pool deck went from under-utilised to booked out for signature nights within months.
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Karak Nights and Mawkini became fixtures on Dubai’s social calendar, drawing residents, tourists, and influencers.
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Earned coverage in lifestyle press alongside long-established venues.
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The hotel reported uplifted footfall, F&B revenue, and inbound bookings attributed to events.
hrmny Edge: We created the wave, not just coverage: FOMO experiences and influencer momentum became the story, amplified by a strong media network. By aligning PR, social, and on-site activations, we transformed a new beach club into a lifestyle destination
Uptown, Lazuli Pool Deck
Programming & DJ Booking | Guestlist & KOLs | On-site Activations | PR & Content