Damu at The Mandrake:
Redefining Wellness in London

Launching a visionary spa concept – Damu, with no brand awareness or digital footprint in an oversaturated wellness market. With no physical space to visit, the challenge was to introduce a brand-new innovative concept, build demand and cultural relevance for something people couldn’t yet experience in person.

To launch the world’s first wellness space featuring the innovative Origins Pool without existing brand recognition. Palm led with a layered, narrative-driven strategy designed to spark intrigue and cultural relevance.

The campaign began by targeting trade media and securing a national exclusive with The Sunday Times, placed specifically with the Hotel & Spa Editor to ensure the brand was featured in The Sunday Times Spa Guide. A strategic move that positioned Damu as London’s most innovative wellness destination.

Simultaneously, Palm built Damu’s digital presence from the ground up, launching a high-performing, SEO-optimised website and rolling out paid campaigns across Google and Meta to drive awareness and conversions.

To add further cultural relevance and innovation, Palm also secured the first hotel partnership with Marina Abramović’s pioneering Longevity Method. Key journalists and influencers were engaged early for pre- and post-launch features, while a seamless blend of earned, owned, and paid media ensured consistent momentum and visibility leading up to the spa’s grand opening.

A private preview with The Times and The Sunday Times was instrumental in positioning Damu as the London’s most boundary-pushing new wellness destination. As the first journalist to visit the space, the feature delivered a trusted, first-hand insight that cut through the noise.

The impact was immediate: the day after publication, daily clicks to The Mandrake’s website jumped from 179 to 597 – the biggest spike recorded during launch. Notably, the majority came from direct traffic, indicating that readers were actively seeking out more information after engaging with the piece.

This momentum was a result of a tightly executed 360° campaign that brought together PR, digital, and social strategies to maximise visibility and impact. The collaborative push ensured the story travelled across multiple touchpoints – not just generating interest, but translating it into action.

– Evening Standard

Mud, glorious mud: is the cave experience at Damu the most out-there spa experience in London?
– London Standard

“The Mandrake, Fitzrovia’s finest boutique hotel, unveils new DAMU spa […] – who knew the hustle and bustle of zone one in London could be so relaxing?”
– Wonderland Magazine

“There’s a slew of laser, collagen and infra-red treatments, a strong massage and facial list, plus a couple of wildcards (this is, after all, The Mandrake) including the world’s first Origin Pool…”
– Condé Nast Traveller

For a mud ritual: Damu at The Mandrake Hotel
– Harper’s Bazaar

“Launched last week, Damu offers treatments that focus on optimising not just the body, but the mind and spirit.”
– SheerLuxe

Damu has redefined wellness in London and beyond, setting a new standard for innovative spa experiences in the capital.

Palm crafted a compelling narrative and digital presence that positioned Damu as a trailblazer in a crowded market, turning a bold concept into a culturally relevant, highly anticipated destination.