Ensuring an artistic partnership stayed relevant through storytelling

Design Shanghai x Xintiandi

Bringing the long lasting festival something new

Since 2017, Design Shanghai has been working with Xintiandi (a commercial complex in Shanghai) to curate Design Shanghai @ Xintiandi Design Festival – a celebration of local design power.

2021 marked the fifth year of the collaboration and Xintiandi’s 20th anniversary. To commemorate the occasion, the Festival invited 20 art and design installation pieces from design studios and architects to debut in Xintiandi spaces from 25 May to 8 June 2021 under the theme “Together”. Sinclair was appointed to promote the new offerings and keep the media and public interested in this 5-year artistic collaboration.


Insight We are now living in the new normal, with a heightened focus on sustainability, mental health and overall wellbeing.

Strategy Built an array of narratives and storylines focused on the socio-cultural trends after the COVID-19 pandemic and the inspiration behind each design piece. The aim was to position the festival as a facilitator behind the multiple new introductions to the design industry.

Engage Hosted a series of media activities, from concept workshops introducing the overall theme and each installations’ creative idea, to media previews, grand openings and launches.

Thought Leadership Arranged interviews with designers & show director interviews.

Influence Invited social media influencers to visit the Festival and share their experiences through their personal channels.

media and KOLs were engaged
stories published in a variety of publications and across social media
+4 billion
through print, online and social media channels
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