TheMandrake.Com
Editorial-led social storytelling for a design-forward luxury hotel
Role: Social Storytelling Lead
The Brief & Approach
The Mandrake is a design-led luxury hotel in London’s Fitzrovia, known for its immersive approach to music, art, culture, spirituality, food, and drink. My role focused exclusively on social media — shaping how this multifaceted world was translated into a cohesive, compelling digital narrative.
The brief was to strike a careful balance: preserving the hotel’s sense of privacy and exclusivity, while revealing its story in a way that felt authentic, atmospheric, and timely. At the same time, social content needed to reflect the full breadth of the property — ensuring each department, experience, and creative collaboration had space to be seen and understood.
Social Media & Digital Storytelling
Social media was treated as an editorial platform rather than a promotional channel. I shaped an immersive storytelling approach that wove together the hotel’s core pillars; music, art, culture, spirituality, food, and drink — into a single, evolving narrative.
Content focused on atmosphere and experience, capturing moments as they unfolded while maintaining a sense of mystery and restraint. Particular emphasis was placed on in-the-moment storytelling during key events, allowing audiences to feel part of the experience without overexposure.
Role & Digital Delivery
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I defined the editorial direction for The Mandrake’s social channels, shaping how the brand’s story was told across content themes, pacing, and tone while preserving its sense of exclusivity.
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I developed a strategic content plan that ensured balanced representation across all areas of the hotel — from F&B and artists-in-residence to music programming and cultural events.
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I led real-time content creation for key moments, including anniversary celebrations, producing and publishing live video content that immersed audiences in the experience as it happened.
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I curated photography, video, influencer content, and event highlights to create a visually cohesive Instagram feed that reflected the hotel’s multi-sensory identity.
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Where appropriate, I supported content with strategic paid media to amplify reach and engagement, ensuring visibility without compromising brand tone.
