Localising international success
In January 2018, David Zwirner Gallery
celebrated 25 years since its establishment in New York and simultaneously opened its first space in Asia across two floors and 10,000 sq ft of H Queen’s, Hong Kong’s newest home for art. Sinclair Arts was appointed to deliver strategic communications across Asia for the leading international gallery that demonstrated its dedication to Asia and the health of the art market in Hong Kong. The key challenge was to ensure the success of the launch of the gallery and the inaugural exhibition, build new audiences and strengthen brand loyalty, and maintain a high level momentum.
Insight There is growing momentum in Hong Kong’s arts industry with new projects such as H Queens, M+ and Tai Kwun. It was important for an established name such as David Zwirner to effectively engage the local audience and show true commitment to the city and region.
Strategy Highlighted local Directors in all media conversations, showcasing that the international gallery is serious about Asia with a strong leadership team on the ground.
Thought Leadership Organised media interviews with local Directors prior to launch, followed by select interviews with David Zwirner when he was in town for the inaugural exhibition opening.
Localise Relevant individual pitching to art and lifestyle media about the launch and the inaugural exhibition.
Experience Bold beginnings! Became the talk of the town from the outset with high-profile careful curated events, showcasing that high-calibre art is on display through the year in Hong Kong. The VIP and media previews, and exclusive opening party, gave all target audiences a chance to meet with the gallery directors.
Added Value Focus attention on the academia and research generated by David Zwirner’s teams that presented Hongkongers and regional audiences will now have access to through gallery exhibitions and art fairs.