25 Sep 2017

The shoe fits: Swire Properties taps Sinclair for Shoes: Pleasure and Pain

Swire Properties taps Sinclair for Shoes: Pleasure and Pain

Swire Properties have extended their award-winning partnership with Sinclair for the Asia debut of critically acclaimed, multi-city exhibition ‘Shoes: Pleasure and Pain’, presented in partnership with Victoria and Albert Museum (V&A), London.

Sinclair will take PR lead for the year-long, travelling exhibition. Just opened at Shanghai’s newly opened HKRI Taikoo Hui, the exhibition will also make its way to Swire Properties retail malls in Chengdu, Guangzhou, Beijing and Hong Kong.

Sinclair will devise and implement a fully integrated communications strategy to drive traffic to all five Swire Properties locations for the exhibition. Core messaging and PR narratives will be generated and developed for each location, while social media strategy and story angles will also adapt as the exhibition moves between cities. In addition to over 140 pairs of shoes from around the world and from as far back as the 1370s, Sinclair has also been instrumental in securing a special loan for the exhibition from and managing a relationship with celebrated actress and singer Karen Mok, who has donated 14 pairs of designer shoes from her personal collection and who attended the opening ceremony in HKRI Taikoo Hui.

‘Shoes: Pleasure and Pain’ explores how shoes can cause both pleasure as well as pain for the wearer, and, more importantly, how footwear choices reflect human and societal behavior, and offers a glimpse into the unrivalled shoe collection of the V&A. In addition to the historical collection, with objects on display from around the world, the exhibition represents an opportunity for modern day shoe lovers to see up close iconic designs of esteemed designers, sketches, accessories, and celebrity shoe lasts and footwear.

This latest appointment continues Swire Properties’ strong partnership with Sinclair, following the multiple award-winning campaign for Swire Properties Art Month for Art Basel in Hong Kong this March, as well as the recent signing for Sinclair to lead communications for Swire Properties’ visual and performing arts venue ArtisTree, in Hong Kong.

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