Brand Residency · Season 1
Slow Made City
Residency by Rexona
Confidence is Motion.
You know that feeling — when you walk instead of taking the subway and the city suddenly opens up to you? When you take the stairs instead of the escalator and feel like the day is already yours?
Rexona believes that confidence is not something you buy — it's in the way you move. That's why together we created an entire season of stories, people and experiences about those small decisions that make us more confident every day. Not advertising. Just an honest look at everyday life in the city.
City Loop
Season 1 · Active Walk around.
Win something cool.
Unlock city routes between curated coffee spots, collect points and win rewards while moving through the city. Get short confidence tips from Rexona along the way.
Sign up, unlock a route and start walking. Every stop earns points, every photo — a bonus. Movement + confidence = Rexona.
How it works
- 1
Scan a QR at the café
Every partner café has a QR code that opens a Slow Made City story.
- 2
Read and tap +1
After the article you will see a Check-in button. It earns you a point — once per location, per day.
- 3
Share to Instagram
Post a shot from the spot and tag Slow Made City as a collaborator. Once approved you earn another point.
- 4
Win a reward
Points stack up in your profile. Rewards drop at the end of the season.
#MyCoffeeFlow · UGC
Show us your rhythm
This is the place for your moments — morning coffee on the go, the walk to the office, the pause on the bench. Share a shot and become part of the community. Every photo = one point closer to a reward.
@marina.bg
@stoyan.v
@antoinette.p
@ludmila.s
@alex.arch
@nina.k
My City Stories · Видео
Meet them
Four people you know — or at least they remind you of someone you know. Short video portraits of what a day looks like when you move with confidence. From the first coffee to the last meeting.
Confidence is Motion.
Stoyan Vanchurov
BaristaStoyan is one of those people who enter the day quietly and calmly. Before opening the bar, he has a ritual — slow espresso, silence, preparation. He says his confidence comes from those 20 minutes.
„At 5:45 am, the world is just mine and the coffee."
Lyudmila Slakoshki
Food blogger & tasterFrom coffee meetings to tastings, from shoots to events — Lyudmila is constantly on the move between roles and spaces. For her, confidence is knowing you can handle everything on the list.
„My life is a list of places I need to be — and I love it."
Antoinette Pepe
Entrepreneur & motherFamily, business, workouts, social life — Antoinette juggles it all and doesn't apologize for it. Her story is about the determination to keep going, even when it's chaotic.
„Someday I'll figure out how I do it all. Today I just do it."
Martin Dimitrov
ArchitectMartin is the type who sees buildings where others see streets. For him, movement in the city is a way to think — from the café to the site, from the drawing to reality.
„The best ideas come to me while walking between meetings."
4 video episodes · new one every two weeks
City Choices · Editorial
The small decisions
that make you more confident
articles · photo stories · micro texts
Stairs instead of escalator. Walk instead of taxi. New street instead of the usual route. These are stories about those moments when you choose to move your own way — and that's exactly what makes you more confident.
The Body Knows Before You Do
In Sofia's specialty cafes, something happens in the three minutes between ordering and receiving your coffee. Your body knows to transition from motion to stillness, creating rare moments of public presence in a city that never stops moving.
Stairs Over Escalator: How Small Physical Choices Reshape Your City
The escalator hums at Serdika station while empty stairs reveal Roman ruins to those who choose to climb. Small physical choices — stairs over escalator, walking to your morning coffee — quietly reshape how you know a city.
Three Cups, Three Neighbourhoods: Walking Sofia's Coffee Trail
Three specialty roasteries, three neighbourhoods, ninety minutes of walking. This is Sofia's coffee trail—where the journey between cups becomes as important as the coffee itself, and movement through the city sharpens your attention to both place and taste.
The Barista's Calm Before the Rush
At 7:32 AM, the espresso machine exhales its first breath of steam. The cafe is empty, chairs inverted on tables. This is the 30 minutes customers never see – where confidence is actually built.
The Stop Before
The tram slows at your stop, but what if you got off one station early instead? A simple choice that transforms passive transit into active presence, changing not just how you move through Sofia, but how you arrive.
New content every week · articles, photo stories, micro texts
City Spots · Видео/Фото
The people who make your coffee
You know them by face, maybe by name. They are the people who keep the city's rhythm every morning — from the other side of the bar. Here are their stories.
Dabov Specialty Coffee
Petar Dabov
„When you know what coffee you love, you know who you are."
Café Motor
Iva Marinova
„Every morning is a chance to make someone's day better."
Chucky's Bakery & Coffee
Mila Todorova
„Bread and coffee — the two rhythms you need in the morning."
The Workshop
Kalin Petrov
„People come here to think. Coffee just helps them."
Baristo
Dimitar Stoev
„Every morning the city passes through us. And we give it coffee."
Smith&Co
Ana Georgieva
„The details make the difference — in coffee and in the day."
6 episodes · new café every week
Season partner
This is Rexona
Confidence is not something you put on — it's in the way you move. Rexona is with you in every small decision that gives you courage.