Brand activations
Give them something to feel.
Breathwork activations for launches, press days, retreats and members’ clubs. London and UK-wide.
What people say
Why this works for a brand
The breath does the marketing for you.
A goodie bag is a transaction. A room of forty people breathing in sync is an experience, and experience is what gets remembered and retold.
Most activations ask the guest to look, taste or listen. This one asks the body to do something. That is why it lands differently, and why people talk about it afterwards.
It is fully white label. Your brand, your room, your soundtrack, your scent. I am the practitioner, not the headline.
People forget what they were given, what they were told; but they always remember how they felt.
What actually happens in the room
Guests come in, take a mat and lie down. We work the breath for twenty to forty minutes, layered over sound. There is no chanting, no incense unless you want it, and nothing anyone has to say out loud. They come back up quiet, warm and slightly rearranged. That is the window where your brand is standing right in front of them.
Three formats
The moment
Twenty minutes inside a longer event. Slots into a launch, a press day or a dinner without taking it over.
The main event
Sixty to ninety minutes, built as a full experience with a specific purpose. Full session, full production, room designed around it.
The series
A recurring date for a members’ club, a studio or a residency.
The same room, the same people, month after month or weekly for a specific period of time.
Priced per room. Fully produced. Branded Swag and Location Management can be included.
Recent work
Milly’s Wellness Club
A wellness club programme built around a breathwork session as part of a three-part activation: Yoga, Breathwork and Soundbath.
The session was branded throughout, from the welcome to the way people were sent back out into their day.
Several events have sprouted from the original.
From the guest’s side
I have sat in hundreds of these rooms.
Before Aire & Soul, I spent years in New York as an influencer and brand partner across beauty, fashion and wellness. That came with a standing invitation to some of the most expensively produced activations in the world.
The most memorable events revolved around a physical experience that enveloped allthe senses: A temperature, a sound, a shift, a moment where the room went quiet.
That is the part I now build for a living, and it is why I design the session around your guest’s experience rather than around the practice. I know what it is like to walk in tired, over-scheduled and slightly cynical. I know exactly how long you have before that person decides whether to stay present or shoot a logo and start planning their exit.
What we are building is not a nice moment inside your event. It is the moment they describe to someone else for the next week.
Most of the people who attend my third-party events contact me privately to find out when the next session is held. That impact tricles into your brand everytime.
Meet Diana
Founder · Breathwork, somatics & neuro-linguistics
Diana R. De La Selva is a serial entrepreneur and wellness professional with more than fifteen years in the industry. In 2023 she founded Aire & Soul, working with high achievers, executives, founders and senior professionals, to build the capacity to sustain performance without burning out.
Before Aire & Soul she spent years in New York working as a brand partner across beauty, fashion and wellness. It meant a standing invitation to the most expensively produced activations in the world, and it is where she learned the thing this business is built on: most of those rooms are forgotten by Friday, and the ones that are not are the ones where something happened in the body.
Her approach combines breathwork, somatic practice and neuro-linguistic programming with practical goal and mindset work. For brands, that means a session that is safe for a mixed public room, produced to the standard of the event around it, and designed to leave people with something they can feel rather than something they have to remember.
- Certified across several modern breathwork disciplines, including somatic, Wim Hof and Oxygen Advantage
- Five neuro-linguistic technologies
- Transform Trauma, University of Oxford, 2026 · CPD and CE accredited
- Harvard Medical School leadership programme, October 2026
- Medical malpractice, public and products liability insurance through the Federation of Holistic Therapists
- Works alongside a GP, a nutritionist and a psychologist, never in place of clinical care
How to book
What booking one looks like
Tell me the event. The date, the room, the guest list, the number of people and what the event is trying to do. 20 minutes on a call is usually enough.
I design the session to the room. Length, intensity and arc are built around who is coming and where it sits in the running order. You get it in writing, priced, before anything is committed.
Screening and consent go out a week ahead. Every guest completes a short confidential health form. Their answers come to me and to nobody else, not to you and not to the venue. Your invitation needs to carry a line making clear the event includes a breathwork session, so consent is informed before anyone walks in. I will give you the wording.
We produce it. Mats, eye masks, sound and lighting cues. Branded swag and location management can be included, or I work alongside the team you already have.
The session runs. White label throughout. Your brand is the one leading the room. – Alternatively, we can work with paid collaborations.
They leave with a feeling and a story. The kind people post themselves, without being asked.
FAQs
What do you need from the space?
A clean room with space to lie down and no interruptions. Allow a metre and a half of floor per person. Mats, eye masks and sound come with me.
Air quality matters more than most people expect. The room needs to be properly ventilated, and I can bring a purifier if it is not.
How many guests can you take?
Up to 25 with one facilitator. Above that I bring a second, one per 25, for safety rather than logistics. Over 100 we build it bespoke.
Is it safe for a mixed public room?
Yes, with screening. Breathwork is not suitable for a small number of conditions, including cardiovascular disease, epilepsy, recent surgery, psychosis and pregnancy. Those guests are given an alternative practice and stay in the room. Nobody is singled out. Nobody sits it out.
I hold medical malpractice, public and products liability insurance through the Federation of Holistic Therapists, renewed annually. Certificates go to your venue or production team on request.
Can it be fully branded?
Yes. It is white label by default. Your name on it, your soundtrack, your scent, your language. Branded swag and location management can be included in the quote.
Can we film or photograph it?
Yes, and it shoots well. People are lying down, still, eyes covered, in low light. Guests need to know in advance, and anyone who would rather not be in shot is placed accordingly.
How far ahead should we book?
Three to four weeks is comfortable. Screening needs a week of that, so the real deadline is earlier than the date suggests. Shorter notice is sometimes possible, so ask.
Start here
Tell me about your event
The date, the room, the guest count and what the event is for. I will tell you honestly whether a breathwork activation is the right thing for it, and what it would cost.