Kimpton Fitzroy London


• PR

• Creative


The Kimpton Fitzroy London is a five star luxury hotel based just opposite London’s Russell Square. They challenged us to create an activation that played into a growing cultural trend which would give them the ability to cut through, stand out and exhibit their values of ‘standing against bland luxury’ without alienating their core demographic of 5 star luxury travellers.

The coverage we landed needed to focus on quality over quantity, and where possible be stand alone features rather than inclusion in round-ups or smaller news pieces.


The area of wellness particularly when it comes to tourism, is growing, and it's an area that Kimpton hotels like to focus on. We needed to stand out and began to look at niche areas of wellness tourism that Kimpton Fitzroy London could potentially look to own, and landed on sleep tourism. 

At the same time, lucid dreaming, the art of becoming conscious in your dreams, was growing in popularity. For context, the TikTok hashtag #luciddreams has over 1.4 billion views and on Reddit, there are 494k subscribers discussing their experiences in the r/luciddreaming subreddit.

From there we created “Room to Dream’ the world’s first 5 star lucid dreaming experience. Designed by dream expert Charlie Morley and futurist AI artist Sam Potter, the experience included an AI generated VR experience to aid guests in accessing the lucid dream state, dream notebooks, and lucid dreaming tinctures designed by premium wellness brand Lab Tonica.

We enlisted Berlin based experiential AI artist, Sam Potter to create a completely immersive VR/AI experience that would act as an AI Lullaby for guests to experience before they fell asleep. Sam also composed a soothing bespoke soundtrack with a Grammy award winning sound designer and a script which lulled guests to sleep alongside the visuals. 

We then engaged with lucid dreaming coach Charlie Morley to work with Sam on ensuring the visual corresponded with a legitimate hypnogogic experience - i.e marrying it with his lucid dream coaching expertise. 

Once guests had completed their dream experience, they were asked to write down their dreams and from there Sam would turn them into an AI generated piece of art for them to receive when they returned home. 

To land our dedicated features, we handpicked a selection of media at top tier titles to approach a month before the experience launched. This meant that we could focus on crafting the stories with the journalist to land a bigger piece, give them ample time to write it and importantly allow them to get a behind the scenes look at the experience before anyone else even knew about it. We also gave them access to Charlie Morley who could speak about the benefits of Lucid Dreaming, and real scientific insights to the pieces they were writing. 

The Results

The campaign resulted in 20 pieces of coverage, all of which were dedicated features on the experience and in key titles for the hotel including Conde Nast Traveller, Indy 100, The Telegraph, The Times and Dazed. The hotel has also now kept Room to Dream available as a packaging indefinitely at the hotel.