Working closely with the founder and in-house team, Elena played a formative role in shaping The Mandrake Hotel from concept to public presence. Her involvement spanned brand strategy, marketing architecture, content creation, experiential design and events approaching the hotel as an evocative narrative rather than a launch campaign.

She helped define the Mandrake’s tone of voice, visual sensibility and cultural positioning, rejecting orthodox luxury codes in favour of a darker, more psychologically charged aesthetic. Drawing on art, music, counter-culture, wellbeing and ritual, with the team she shaped a language that spoke to a globally mobile audience seeking immersion over spectacle.

Beyond strategy, she was deeply involved in delivery: developing digital and print content, shaping storytelling, and conceptualising artist-in-residence programmes, wellness experiences and immersive events. Working in close collaboration with the internal team, she ensured coherence between what the hotel expressed externally and how it operated internally, resulting in a brand that felt inhabited, not imposed.

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