PRCO was tasked by its client, Opera Gallery Hong Kong, to raise awareness of its offering in the Chinese market.
This entry into a new Asian territory was made during Art021, part of Shanghai Art Week. The challenge was to achieve cut through against the 110 galleries participating, in a country where the Gallery lacks a physical space.
PRCO arranged a brand partnership with its client Hakkasan, to jointly promote both onsite at the Fair and at Hakkasan Shanghai. The culinary execution included a Pokras Lampas inspired menu and a specifically commissioned artwork for the restaurant interior.
The outreach program included a VIP launch event and live art activation together with high-energy media and influencer outreach.
PRCO also co-curated a video of the artist’s activation in Shanghai, that included the process of creating an art piece on the rooftop of an urban building, with bespoke content edited across WeChat, social and digital media channels.
The campaign reached nearly 300 million Chinese residents with a PR value of 170K USD, and engagement with over 200 VIP collectors and connoisseurs.