Swedish razor brand Estrid has always done things differently. Built on a mission of body confidence for all (praise be), it has grown a fiercely loyal community that champions self-expression over airbrushed ideals. So when it came to its summer brand activation, a standard product launch was never going to be on the cards.
Instead, Estrid joined forces with London design studio OMSE – with creative directors James Kape and Pedro Messias, alongside designers Judzia Wynn, Kat High and Kir Nazarov, account manager Vanessa Pike, and photographers at Handover – to create Estrid’s Realm: a week-long takeover of Casa Privada, the private villa at The Standard hotel in Ibiza.
From Estrid’s side, the project was steered by creative director Emilia Kape, with account management from Sarah Cottingham, and photography by Meghan Matthews and Emilia Kape herself. Together, the teams dreamt up a fictional club where “self-expression ruled”, then invited the community to step inside.
Drawing inspiration from the island’s legendary nightlife, OMSE created a bold visual world that straddles the line between fantasy and reality. There’s striking typography, playful graphics, and a sun-baked palette of lilac, peach, and sea green, and it’s wrapped around every surface of the villa. Custom signage, pool floats, embroidered towels, limited-edition merch… all carried the Realm’s cheeky personality, captured throughout the week by the team’s photographers.
“Estrid has never been about selling razors,” says OMSE. “It’s about creating moments where people feel free to be themselves. Ibiza gave us the perfect stage.”
Community first, marketing second
Rather than a media-heavy press junket, the Realm welcomed small rotating groups of Estrid fans, creators and friends. Each guest experienced curated events, late-night gatherings and those quintessential Ibiza sunsets. The goal wasn’t to broadcast a campaign, but to create stories worth sharing.
It worked. Across a single week, the activation generated over 542 social posts, reached more than 5 million people and delivered an estimated £2.4 million in earned media value – all driven by organic buzz rather than traditional ads.
A lesson in modern brand building
For OMSE, the project shows how design can stretch far beyond logos and packaging. “When you give a brand a physical space, even temporarily, you invite your audience to play a role,” says Kape. “That’s where real connection happens.”
Estrid’s Realm might have existed for just seven days, but its impact will linger. During a time where audiences can spot a sales pitch a mile off, it’s proof that the most powerful marketing is the kind that feels more like an exclusive invitation.
