“Start with relationships”: the thinking behind Space NK’s viral Summer Society trip

Victoria Ibitoye | May 14, 2026

Space NK’s Summer Society trip to Miami stopped feeds, filled tabloid pages and had audiences tuning in like a reality series. Speaking to The Daily Influence, head of PR Jini Sanassy explains why brand trips are not for every retailer, how Space NK builds its guest list – and why earned media value only tells part of the story.