The Student Hotel rebrands as The Social Hub with a new marketing campaign and the launch of two new properties in Barcelona and Madrid

• Agencies Halal Studios, 72&Sunny and Studio Dumbar helped deliver the company’s $5M rebrand as it doubles down on digital media

• The new brand identity reflects The Social Hub’s community-focused hospitality concept and belief that “together, we create a better society”

• The marketing campaign created by Amsterdam’s Halal Studios seeks to inspire consumer to take a new adventure with its ‘whatever your journey, it starts here’ creative

Today, The Student Hotel has made a major rebrand to The Social Hub, with its new website and identity now live at

The Student Hotel has rebranded as The Social Hub to better reflect its guest profile and mission, with ambitions to double the number of properties within seven years.

From student hotel to hybrid-hospitality:

Originally designed to help students find their purpose and change the world, the last decade has seen the hotel group broaden its offering beyond accommodation, to become a true social hub in its host communities. Offering a fantastic range of uniquely designed spaces to learn, work, stay and play, the company now attracts tourists, entrepreneurs, travelers and digital nomads. They’re all drawn to its hybrid-hospitality offering, from its bars, restaurants, gyms, and retail shops to its meeting rooms, event venues and premium co-working spaces.

The Social Hub launches EMEA-wide marketing campaign:

The rebrand and repositioning has been brought to life by HALAL Studios, who were the architects behind the ‘Open Doors' concept - a lively and colourful 360° introduction campaign calledWhatever Your Journey, it Starts Here. The ‘Open Doors’ creative aims to give people a sneak-peek into the different rooms at The Social Hub, sparking imagination and inspiring people to start a new journey. Using photography and a bright cinematic video that transitions effortlessly between indoor and outdoor scenes, The Social Hub’s role in being at the heart of social connections is encapsulated in the work.

HALAL Studios Creative Director, Pascal Duval, said: “It’s not often that you get the chance to work together with a brand on a rebrand and repositioning like this. The first campaign under the new platform is aimed at getting eyeballs on the new brand, to intrigue their existing audience and excite a new kind of clientele.”

The campaign video of ‘Whatever Your Journey, it Starts Here’ depicts the journeys the brand’s community go on and how these come together through experiences at The Social Hub – from a personal growth journey of a student, to a business growth journey of a entrepreneur building an impactful business, to travellers meeting new people. The video shows connections being made and is an invitation to join The Social Hub’s community.

A largely digital campaign, it will launch across YouTube and Meta platforms as well as a newly launched TikTok, alongside display promotion. The brand will also increase investment in organic social media content as part of the campaign.

The campaign will be geo-targeted to the cities where The Social Hub is located via Youtube, Display and Meta. The campaign will also include Google Search, Bing, LinkedIn, Affiliates and geo-target countries. It will mainly be focused on audiences with the same mindsets and will be delivered through dynamic messaging.

Rebrand and business expansion:

Jason Steere, Managing Director of Brand and Experience at The Social Hub said: “The rebrand to The Social Hub represents a 10-year journey and the evolution of our community. We have a hybrid clientele of students, entrepreneurs, digital nomads, travel guests and more – and we’re proud to have such social spaces that are unrivalled in the mix of use, flexibility and sense of community they offer as an inclusive experience to all guests. With the help of our brilliant partners bringing it to life, our new identity truly represents what we do and who we are, and we’re excited to launch new openings in the coming months that reinforce that ethos.’’

The Social Hub worked with 72&Sunny on the overall rebrand strategy, and collaborated with Studio Dumbar, on the new branding and visual identity, whilst Greenhouse, Hammerfest and Edelman supported on paid media, social media, and PR respectively. The new brand identity has been developed to encapsulate

The Social Hub’s commitment to creativity and social impact and the revamped logo is meant to represent the idea of coming together.

The rebrand will kickstart with the exciting launch of two new hotels this autumn: Madrid, opening in October, and Barcelona Poblenou, opening in November.

- ENDS -

About The Social Hub

About The Social Hub

The Social Hub is a diverse community where people come to learn, stay, work, and play – previously known as The Student Hotel.

Designed to create meaningful, fun experiences, The Social Hub is your neighbourhood hub to discover, do better and make an impact; it's your space to call home.

Whether you're a local, traveller, student or professional, The Social Hub connects you with passionate people from all walks of life to meet, share ideas and experiences.

And it all happens under one hub. You'll find hotel rooms, student accommodation, coworking and event spaces, restaurants and bars, a gym, lounges – everything that brings people together.

Hybrid hospitality leaders

From design-savvy travelers to next-gen entrepreneurs, The Social Hub welcomes thousands of guests annually to its expanding portfolio of urban properties across Europe. Purpose-built or housed in historic converted buildings, The Social Hub’s industry-leading concept provides blended and flexible spaces to learn, stay, work and play for a night, a week, a month or a year – true, hybrid hospitality.

Founded in 2012, The Social Hub, formerly known as The Student Hotel, is headquartered in Amsterdam and has more than 800 employees. All The Social Hub properties offer a mixed-use with accommodation, bars, restaurants, gyms, retail shops, meeting and event spaces and high-profile coworking spaces. With over 11,000 rooms in Europe open and under development, The Social Hub aims to offer unique experiences to its community of international guests and locals.

The Social Hub’s total locations amount to 23, with 16 properties open in Berlin, The Hague, Delft, Vienna, Groningen, Eindhoven, Maastricht, Rotterdam, Paris, Florence, Bologna, Madrid, Barcelona, Toulouse and two in Amsterdam. Openings in 2023 include Glasgow, Porto and San Sebastián and more; by 2025, there will also be properties in Rome, Florence Belfiore, Lisbon and Turin.

On a responsible and impactful journey

The Social Hub is on a journey to be as responsible and impactful as possible – both in how we build our properties and how we engage with our communities. Our properties are developed and managed in accordance with BREEAM and GRESB standards and through our event programming we aim to inspire and activate our communities to contribute to a fairer and greener world. The Social Hub will start its journey towards B Corp Certification in 2023.

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