The agency won the account after a competitive pitch.

Its remit is to develop and execute a new global social-first strategy, oversee strategic direction, content management, design and content production across all 43 hotels, 12 residences and 26 homes.

In addition to social campaigns, OK Cool will assist with brand partnerships, events and support a future app launch.

OK Cool has ample experience in the luxury realm, having done work for Moncler, Harrods, Jimmy Choo and TAG Heuer.

Jolyon Varley, global head of brand at OK Cool, said: “Brands at the top end of the market aren’t just chasing relevance, they’re looking for real cultural fluency. This win cements OK Cool’s position as the go-to partner for brands who want to show up with purpose, without losing their edge.”

OK Cool focuses on Gen Z and current culture with a roster that includes Puma and L’Oréal. Founded in London in 2016, it has hubs in New York, Toronto and Melbourne, Australia.