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Pink Swan × NAJ · PR & Influence

Pink Swan

The Opening Season

Client
Ladies-only reformer Pilates studio · District 5, New Cairo
Period
August – October 2026
Place
District 5, New Cairo
Services
Invitations & guest list · Launch programme & run of show · Gifting · Content corner & coverage · Creator collaborations · Reels for the feed

What it set out to do

Cairo's first ladies-only luxury reformer studio opened its doors on the ninth of August. Before the world came in, the right women saw the room first: an invitation-only afternoon, a Friday class with the instructor, and creators who came back to film. The brand had to be seen the way it was built — soft in tone, exact in every detail.

  1. 01

    Open with the room itself as the story, before a single class was sold.

  2. 02

    Put the studio on the feeds of women in New Cairo who book this kind of hour.

  3. 03

    Turn guests into members: every invitation ended with a reason to come back.

Read the brand case study →

Moments

Rooms worthwalking into.

  1. Launch

    The Opening

    Building 10, 3rd floor · District 5, New Cairo

    An invitation-only afternoon for the women we wanted in the room first. Two signature reformer sessions so every guest had her own reformer and her own hour, a long table by Nude Bakery, a content corner styled for the light, and a gift bag nothing in which we wouldn't put on our own bedside table. Every guest could bring one friend; the first thirty to reserve got something extra.

    • 2reformer sessions
    • 4gifts in the bag
    • +1a friend for every guest
    • 30first reservations, something extra
    The programme
    1. 1:00Arrival & welcomeRose matcha and iced florals at the bar. Meet the founder.
    2. 1:00The Swan Session · IA 30-minute signature reformer class, beginner-friendly.
    3. 1:30The Swan Session · IIA second class, so every guest has her own reformer.
    4. 2:00The table by Nude BakeryPastries, fresh plates and coffee, served all afternoon.
    5. 3:00The content cornerStyled corners, the best light in the room, a team on hand.
    6. 4:30Gifting & goodbyesThe Pink Swan tote, and something for the first thirty.
    What NAJ made and ran
    • The invitation suite, in the brand's own type and blush
    • The guest list and RSVPs, by WhatsApp
    • The run of the day, from doors to goodbyes
    • The gift bag: the Glide Tote, the Lake Cup, the Signature Fan and the Scent
    • The content corner and the coverage
    'Enter the sanctuary' — a room designed for her
    'Enter the sanctuary' — a room designed for her
    'Your hour is being prepared' — folded towels and oils
    'Your hour is being prepared' — folded towels and oils
    Eight reformers in the arches — the wide shot
  2. Class

    Friday Pilates Class

    District 5 · B10, 3rd floor, New Cairo

    Five days after the opening, the room opened again for one class, led by Nada Khayal: a full-body, posture-led reformer session, beginner-friendly, paced so every woman in the room felt held rather than watched. Rose matcha after, and the room to themselves at the hour the light is best. "You don't need to be strong to start. You start, and then you are."

    • 50minutes on the reformer
    • 1reformer per guest
    The programme
    1. 10:40Arrival & welcomeGrip socks, infused water, a moment to settle.
    2. 11:00The class with NadaFull-body reformer, posture-led and breath-led.
    3. 11:50Matcha & the roomRose matcha at the bar, and the room to yourselves.
    What NAJ made and ran
    • The invitation, built on the opening's suite
    • Guest list, plus-ones and reminders
    • Coverage for Stories and the recap
    'Where strength meets grace' — a side stretch, in motion
    'Where strength meets grace' — a side stretch, in motion
    Three of them, arms up, in the mirror arches
  3. Collaboration

    Trindiva × Pink Swan

    The first creator collaboration of the season: a reel shot in the studio, cut for both feeds, with the room doing what it does best on camera.

    What NAJ made and ran
    • Casting, brief and dates
    • The room and the content corner, ready
    • The edit for both feeds
    The name, engraved on the reformer itself

Collaborations

People we'veworked with.

More are added as each season's content goes out.

  • Influencer

    Trindiva

    Instagram

    The first creator through the door after the opening. Her audience is the studio's audience: women in New Cairo who already train, and who book by what they see.

    • 1 reel, shot in the studio
    • Cut for both feeds

The season, in reels

The reels

4 reels

01The reformer, up close — pink leather, cream carriage

These reels were cut silent — the studio's light is the soundtrack.

The season, in stills

'Move like a swan' — a swan on still pink water at dawn
'Move like a swan' — a swan on still pink water at dawn
'The door is almost open' — softness becomes strength
'The door is almost open' — softness becomes strength
'The room is the ritual' — every detail moves with you
'The room is the ritual' — every detail moves with you
'Be your own standard' — a swan on a velvet stool
'Be your own standard' — a swan on a velvet stool
'It's kinda chic to take care of the body you live in'
'It's kinda chic to take care of the body you live in'

What came back

Figures are published only with the client's agreement. Until then the campaign is told through its moments, its people and its content.

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