The pulse of a city isn’t just found on the streets; it’s captured in the places where travellers, creators, and professionals converge. Following the successful opening of Generator Alexanderplatz in 2024, Laika and Generator are reuniting as long-term partners.
Back in the driver’s seat
Back in 2024, our mission was simple: make the opening of Generator’s Alexanderplatz impossible to ignore. From influencer attendance, including the cast of GNTM, to extensive trade and consumer media coverage – the launch became one of the city’s standout hospitality openings. See more in our case study here.
Starting in 2026, we are transitioning from project-based support to an ongoing communications partnership where Laika will drive media relations across the DACH region.
Why Generator is more relevant than ever
For many travellers, the modern city break feels like a compromise: you either choose a traditional, overpriced hotel or a place that lacks atmosphere and connection. Generator combines design-led stays with vibrant social spaces, creating a more flexible and community-driven way to travel. As travel habits continue to evolve, the story around hospitality must adapt with them.
Our media strategy for 2026 and beyond
For 2026, we’re crafting a deeper narrative, moving beyond the bed to show the world the full Generator experience.
To support this strategy, we’ve successfully shifted to a fully immersive approach. Through media reviews, we invite journalists to experience the brand firsthand. We don’t just host them – we integrate them into the Generator community experience from Red Bull Move Nights and Eurovision viewing parties to homegrown events such as KlubGen and Generator Sessions. By transforming traditional press visits into authentic cultural experiences, we create stories that extend far beyond traditional hospitality coverage.
Beyond these stays, we connect Generator with local partners who share the same core values and cultural vision. We proactively align the brand with key media moments and travel trends – from Father’s Day to St. Patrick’s Day – ensuring Generator stays part of the cultural conversation all year round.
The mission continues
We believe that travel should be accessible, social, and memorable. Generator is already delivering, with a strong communications foundation in place within Germany, we are sharpening their presence and are ready to take the brand’s story into the next chapter.
