Sky Room: How We Opened a Hotel Room with No Walls or Ceiling
Division:
Marketing
Date:
31. 7. 2026
Client:
Podhlavický mlýn (The North Mill)
Type:
Cross-channel campaign
- Strategy development and media planning
- Brand architecture
- Graphic design and copywriting
- Video production and photography
- Social media
- PR & Media
Nebe Room: How We Opened a Hotel Room with No Walls or Ceiling
The most luxurious bedroom in the Czech Republic has no ceiling.
Podhlavický mlýn is a five-star design boutique hotel in a quiet corner of the Českodubsko region. A former 17th-century mill brought back to life by the Pochop and Meduň families and opened to guests in 2025. Ten rooms, each with its own story, and the Magical Newcomer 2025 award from Amazing Places in its very first season. And together with the hotel, we opened its 11th room – one with no ceiling, but with a story to tell.
How do you continue to grow a brand that is already among the best in its first year? The usual answer in the hospitality industry is: another room, another service, another wellness offering. But four more walls do not create a story that people care about. The client needed something new that would strengthen the brand positioning, generate earned media and attract new guests – without a massive media budget.
STRATEGIC INSIGHT
Guests do not travel to the countryside for the amenities inside their room. They come for what lies beyond the windows: the landscape, the silence, the light. So we asked ourselves: what if we simply left out what matters less?
Inspired by the Swiss Alps, where sleeping under the open sky has become a new form of wellbeing, we worked with the client to create a launchable product built around a paradox that sells itself: a five-star room with no walls and no ceiling. The first of its kind in the Czech Republic.
Nebe Room. The eleventh room at Podhlavický mlýn does not exist as a physical structure, but as a precisely timed experience. Guests can book it for four hours, either during golden hour at sunset or at dawn. The only roof is the sky above the Podještědí region.
This is neither glamping nor a marketing stunt. It is a fully serviced hotel room with concierge service, a locally crafted wooden bed made by a carpenter in Hlavice, and a mattress and bed linen from Dorsen, a premium Czech brand from the Jizera Mountains. A product that cannot be photographed from the inside because there is no inside. Exactly the kind of product the media want to write about.
“We found inspiration in the Swiss Alps, where sleeping under the open sky has become a new form of wellbeing. But we had to find the courage to be the first in the Czech Republic to do it ourselves.”
Tomáš Pochop, Co-owner of Podhlavický mlýn
STRATEGIC INSIGHT
From the very beginning, we built Nebe Room as a communication ecosystem, not a one-off launch:
– Naming and claim. The name Nebe Room and the headline “The most luxurious bedroom in the Czech Republic has no ceiling” carry the entire story in a single sentence.
– Brand architecture. Three brands within a single project (Podhlavický mlýn, Dorsen and local craftsmanship), each with clearly defined roles across every output.
– Visual content. Photography by leading Czech photographer Benedikt Renč, a hero video and drone footage of the landscape. No advertising gloss, just the light and atmosphere you want to experience.
– PR launch. A press release built around the pioneering claim “the first in the Czech Republic” and content-ready materials for the media. An exclusive partnership with °Amazing Places. A press day with journalists directly at Podhlavický mlýn.
The strongest campaigns are not born in the media plan, but in the product itself. When the product is a story in its own right, the media, platforms and guests tell it for you. And we are excited to see where the story of NEBE Room will travel, because for us, the project does not end with the last beautiful day of this season.
Have a brand that deserves a bigger story? Get in touch.
