Launching Corazón Studio in Barrio de Salamanca, Madrid

A collaboration with Heat, Hype and a Full House in Madrid

When By A Management began working on the Corazón Studio launch, the goal was never to simply “post” or make noise online. The goal was to build a world around the brand before the doors even opened. Corazón Studio needed to feel desirable from the first impression: warm, elevated, feminine, powerful, and memorable. It was a new destination, but it had to arrive with the confidence and polish of a brand people already wanted to be part of.

The project began with a full social media strategy designed to shape how Corazón Studio would show up, speak, tease, and grow in Social Media in the months leading up to opening day. We worked on the positioning, content rhythm, launch timeline, and visual direction, making sure every detail felt aligned with the Corazón identity. The strategy was not only about visibility. It was about creating curiosity, building emotional connection, and giving the audience a reason to keep watching.

Building the Strategy Before the Studio Opened

When we started working on the Corazón project, the studio was not open yet, which meant the launch had to begin with a teasing phase. The original idea was to create a few months of teaser content before the opening, but as construction took longer than expected, the teaser phase naturally became longer too. Instead of treating this as a delay, we used it as an opportunity to build more mystery, more desire, and more brand recognition before the physical space was even ready.

By A Management supported Corazón Studio across every key layer of the build:

Social media strategy and teasing
We created the direction for how Corazón Studio would show up online, from the tone of voice to the content rhythm, visual storytelling, launch phases, and audience growth strategy. Before the full reveal, we created curiosity. The goal was to make the audience feel like something beautiful was coming, without giving everything away too soon.

Paid Ads With a Madrid-First Focus
As the opening date came closer, we launched the first paid ads campaign to increase visibility and grow the account with followers based in Madrid. The focus was not just to gain followers for the sake of growth. It was to attract people who could realistically become future clients of the studio. This made the campaign more intentional, connecting awareness with real local potential. A second paid campaign went live when the class packs were announced. This campaign had a more conversion-focused objective, designed to support sales, increase visibility around the launch offer, and help turn the growing audience into paying clients. The first campaign results were later reviewed in the May report, while the second campaign was used as a launch visibility and sales driver around the class pack announcement.

Content production with AI
This was probably the most important part since the studio was still under construction, so we did not yet have the physical space, classes, instructors, or real-life studio content to work with. This meant we had to be especially creative in how we built the Corazón presence online. AI content became an important part of the early phase, helping us create an elevated brand image from the start and giving the account a polished visual direction before real content was available.

Before the studio opened, we also introduced a giveaway to turn early curiosity into action. The campaign invited people to follow Corazón Studio for the chance to win an Intro Pack of three classes, giving the first wave of followers a reason to become part of the brand from the very beginning. It was a simple but effective way to create excitement, reward early interest, and make the pre-opening phase feel more interactive. The giveaway also encouraged people to share the post with a friend they would bring once the studio opened, helping the Corazón community grow in a natural, social, and highly relevant way before the first official class had even taken place.

The Opening Event: Hot Pilates, Matcha, and Main Character Energy

The opening event was designed to bring the Corazón world to life. The day included two Hot Pilates classes, each created for a different part of the brand’s audience. The first class welcomed influencers from the fashion, lifestyle, and sports spaces, bringing together people who naturally aligned with the Corazón aesthetic and energy. The second class was dedicated to the Corazón community. Both classes brought the space to full capacity, creating the exact feeling every launch hopes for: energy in the room, full mats, glowing faces, and a community already forming around the brand.

After the classes, guests were invited to stay for brunch, turning the morning into more than a workout. It became a full brand experience. Matchas were served with the option to add collagen, alongside protein bites, snacks, and treats from carefully selected partners. @suprey.life, @ancientandbrave, @posdatafoods, and @piohni helped create a wellness-focused breakfast moment that felt elevated, nourishing, and completely in line with the Corazón lifestyle. The result was a post-class atmosphere that felt luxurious but relaxed, social but intimate, and highly shareable without feeling forced.

Visually, the event brought together every part of the brand story. Red florals, branded towels, matcha moments, wellness products, soft lighting, and the studio’s signature red interiors created a strong and recognisable aesthetic. Every corner had a purpose. Every detail felt considered. The event was built not only to be attended, but to be remembered, photographed, shared, and associated with the emotional world of Corazón Studio.

Some Analytics

The launch period delivered strong growth and visibility across Instagram. Before Corazón Studio officially opened on May 23, the account had already reached a key milestone: 1,000 followers before opening day.

That was the moment we knew the build-up worked. The audience was not discovering Corazón Studio for the first time on opening day. They were already watching. Already curious. Already part of the story.

Post-level insights also showed how the event content continued to perform after the opening. One event-focused post generated 4,403 views and reached 1,643 accounts.

The By A Management Touch

The success of the launch came from the way every detail connected.

The teasing created curiosity.
The strategy gave the brand direction.
The paid ads expanded visibility.
The AI-supported content brought speed and creative polish.
The real shoots gave the brand emotion and texture.
The opening event turned the online story into a real-life experience.

Nothing felt random. Every touchpoint had a purpose.

Corazón Studio did not simply open. It entered the market with a point of view.

For By A Management, this project was about more than launching a social media account. It was about creating presence. From December to opening day, we helped shape Corazón Studio into a brand people wanted to watch, follow, visit, and be part of. The launch had beauty, strategy, movement, community, and just the right amount of heat.