Estrid is a Swedish razor brand with a clear mission: body confidence for all. This summer, they wanted to bring that mission to life with a community-led activation that went beyond the expected brand playbook. But how do you build community in a way that feels authentic?

The answer was to align with a subculture that shared their values. Enter Estrid’s Realm, a fictional club inspired by Ibiza’s legendary nightlife. A space for self-expression, freedom, and the embodiment of Estrid’s mission.

In partnership with The Standard, we took over Casa Privada, the hotel’s villa in Ibiza, for a week-long residency. The space was transformed into Estrid’s Realm through bold branding and merchandise to bring the fictional club to life. Members of Estrid’s community were then invited in rotating groups to experience the Realm through curated activities and events.

By tapping into club culture, Estrid moved beyond a standard brand activation, growing their community and bringing their mission of body confidence for all to life resulting in more than 542 social posts, 5M+ in reach, and £2.4M in earned media value.

Big thanks to everyone at Estrid for trusting us to bring this to life. Shoutout to Emilia Kape, Sarah Cottingham, Fran Morrison, Miriana Greco and the amazing community who made it possible!