Axel Hotels is more than a hotel chain — it’s an open-minded, inclusive lifestyle brand that celebrates freedom, diversity, and self-expression.
Our approach was to tap into Axel’s bold DNA and elevate it to a new dimension.
We set out to create a distinctive brand universe — one that lives across every touchpoint, fueled by transversal storytelling and grounded in the concept that everything can happen.
About the project
We started from a simple yet powerful insight:
every person, every place, and every moment has its own sound.
With this in mind, we set out to amplify the stories of Axel Hotels through sound — using audio as a medium to bring its spaces, people, and energy to life in a new, immersive way.
The campaign launch
To kick off the campaign, we launched a unique contest: an exclusive three-day experience at Axel Hotel Barcelona — completely free of charge — in exchange for something simple yet intimate: your sounds.
We’ll place microphones throughout the hotel to capture the authentic audio footprint of each moment. The call is open to everyone.
Those selected will become part of this one-of-a-kind sound experiment, turning their stay into a living story told through sound.
The campaign
The journey begins at a striking welcome wall: an installation full of small openings, each one a portal to a hidden world of sound. As guests approach, they’re drawn in by subtle whispers, ambient noises, and unexpected harmonies — all carefully curated to capture the true essence of Axel Hotels. It’s an invitation to pause, to listen, and to experience the space in a completely new way.
We’ve also integrated the experience into the everyday life of the hotel. Amenities like door tags feature QR codes that give guests access to an exclusive sound library — a collection of audio landscapes recorded within the hotel for you to enjoy anytime, anywhere.
The sound legacy
The campaign reaches its peak with a special event: an open mic party, where artists from the collective perform using the hotel’s own sounds as the soundtrack of the night. A unique celebration blending music, community, and the Axel spirit.
The entire experience will be captured in a Netflix documentary, sharing the journey of this innovative sound experiment. This marks the final chapter of the campaign — a lasting record of how sound, space, and people came together to create something truly unforgettable.
