Reinforcing a global gallery’s reputation in Asia

David Zwirner
Challenges

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 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 that the launch and inaugural exhibition – a solo exhibition of work by Belgian painter Michaël Borremans – maintained the internationally renowned high-level reputation of the gallery, while introducing the provocative Borremans artist to the Asian market.

Approach

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 Leo Xu and Jennifer Yum as 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
Became the talk of the town, 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.

David Zwirner Hong Kong Sinclair
Outcomes
+330
stories across the region over a period of two months
+400 million
audience reached through local and regional publications
+55
media attended opening press event

• 35 interviews with spokespeople David Zwirner, Leo Xu, Jennifer Yum, gallery architect Annabelle Selldorf and inaugural exhibition artist Michaël Borremans within the first two months of the gallery launch
• Organised a press trip for nine leading media from Mainland China, Japan and South Korea for the gallery opening, securing top regional arts coverage

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