HEIMAT, LA's private member club rooted in fitness, partnered with ALLY to elevate its experiential programming. We concepted and executed signature events—most notably hosting Toni Garrn's Super Flea Market for LA wildfire relief, blending fashion, philanthropy, and community in one unforgettable activation.
THE CHALLENGE
After a year of reduced marketing activity, HEIMAT needed to reignite member engagement and reclaim its position in LA's competitive wellness landscape. The club had strong foundations—loyal members, premium amenities, solid programming—but lacked the signature moments that create buzz and deepen community bonds. ALLY was brought in to concept and execute elevated experiences that would resonate with HEIMAT's discerning membership while attracting cultural attention beyond the club walls.
BUILDING MOMENTUM
ALLY's work began behind the scenes. We deployed our trusted videographers to produce a fresh visual asset library showcasing HEIMAT at its best—architecture, atmosphere, community in motion. On the PR front, we crafted a new baseline press release and reopened doors with LA's top lifestyle editors at Hollywood Reporter, Luxe Interiors + Design, and Modern Luxury Angeleno to name a few. For the Holiday Celebration, ALLY ideated activations that brought members together in the spirit of the season, with our creative team on-site to document every moment for social and press.
SUPER FLEA MARKET: MAKING THE CONNECTION
When the LA wildfires devastated communities in January, ALLY saw an opportunity to bring two like-minded brands together for good. We brokered the partnership between HEIMAT and Toni Garrn's Super Flea Market—a globally recognized platform turning pre-loved luxury fashion into charitable impact. As liaison, ALLY managed the collaboration from concept to execution: aligning both brands' visions, coordinating logistics across teams, and ensuring the two-day activation felt native to HEIMAT's space and community. The result was a seamless fusion of fashion, philanthropy, and wellness culture—with 150 guests on opening night, a celebrity-donated auction featuring pieces from Leonardo DiCaprio, Beyoncé, and Paris Hilton, and a panel discussion on community resilience moderated by Garrn herself.
THE COVERAGE
ALLY's press strategy turned Super Flea Market into a media moment. By inviting lifestyle and entertainment editors to experience the event firsthand, we amplified SFM's "Let Clothes Do Good" mission to a national audience. Coverage landed in Modern Luxury Angeleno, Extra TV, OK Magazine, E! Online, and US Weekly——with HEIMAT getting the credit as the host that made it happen.
CLEAN WEEK: CURATING CONVERSATION
ALLY extended HEIMAT's programming into the wellness zeitgeist with Clean Week—a series of activations exploring conscious living. Tapping into our network of clean beauty, lifestyle, and F&B brands, we curated "Beyond the Label: Integrity in Clean Living," a panel bringing together industry leaders: Katherine Longest (VP of Marketing, OSEA) and Sarah Jahnke (CEO & Co-Founder, Homecourt).
OSEA, the Malibu-born pioneer of seaweed-infused skincare, has set the standard for clean beauty since 1996. Homecourt, co-founded by Courteney Cox, has redefined home care as a luxury beauty category with its award-winning, non-toxic products. Together, they unpacked what "clean" really means—from misleading packaging to the future of sustainability in skincare and home care.
Non-alcoholic wine partner Kolonne Null rounded out the experience, aligning perfectly with HEIMAT's wellness-forward ethos.
ALLY brought HEIMAT back into the conversation—with cultural momentum and real community connection. New visuals, new press relationships, and a roster of signature events that put the club back on LA's cultural map. Super Flea Market with Toni Garrn delivered national headlines and real impact for wildfire relief. Clean Week brought industry-leading voices to members. When HEIMAT needed a partner to elevate its presence and deepen community ties, ALLY delivered—with strategy, connections, and flawless execution.
HANNAH TONI TRUEB
Former Head of Creative Dept. North America
ALLY understood HEIMAT from day one. They didn’t just execute events - they carefully curated experiences, bringing together the right people, the right brands, and the right energy for our community. The Super Flea Market collaboration was a perfect example: intentional, beautifully produced, and deeply aligned with who we are. Working with Yvonne and her team felt like having an extension of our own team.