Beyond the Line, in partnership with the Starwood Hotels company, created the first H Club in Milan inside the Hotel Diana, which became the trendiest place in town for both hotel guests and Milanese people.  A design Lounge and Garden were the scenario to enjoy exclusive Milanese cocktail parties accompanied by DJ sets and diverse live concerts every week. BTL created naming and visual identity, took care of communication strategies, organization of evenings and parties,production of the communication materials and merchandising, established relevant partnerships with brands such as Baxter, Sony, Samsonite and more. After Milan, H Club also became the format chosen in Rome, inside the Hotel Excelsior in via Veneto for the relaunch of the hotel and its historical Caffè Doney.