Establishing a destination for street art and fine dining

Bibo
Challenges

Serving up modern interpretations on classic French cuisine, wines of merit and back-to-basics cocktails, Bibo is the creative passion project of the elusive and anonymous Bibo. The ever-changing project is an international first that sees a collaboration of the world’s most renowned contemporary and street artists showcased together in the same space. Sinclair positioned Bibo as a world-class destination for fine dining, classic cocktails and international contemporary art, and serious about showcasing all three.

Approach

Since the Bibo character preferred to remain anonymous, we took the approach of talking about front and back-of-house personalities.

  • We introduced the Bibo concept to Hong Kongers media hostings, photo shoots and interviews with the head chef, mixologist and restaurant manager, to expound upon key messages about design, cuisine, drinks and art experience
  • Although Bibo was quoted in the press releases, we alluded to the fact that he was following the laws of street art by not wanting to be in the public eye. His elusive identity created a lot of buzz, with many people wanting to know who Bibo was.
  • We also focused heavily on the design as an integral part of the concept, and organised media interviews and photo shoots with the restaurant’s Creative Director.
Bibo
Outcomes
  • +300 stories ran within the first year globally across art, culture and F&B pages
  • +18 interviews with the team over the opening period
  • Global trendsetters were excited about the concept, with detailed coverage gained in Condé Nast Traveler, Bloomberg, Hong Kong Tatler, Billionaire, Wallpaper City Guides, PenCities HK Guide, Architectural Digest, to name a few
  • Bibo was the talk of the town during Art Week 2014, with a waiting list for tables from opening day
  • Bibo featured on the luxury lifestyle programmes of all major TV channels in Hong Kong
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