Launching a cultural destination for rare antique furniture

Liang Yi Museum
Challenges

Sinclair was appointed for the launch of the Liang Yi Museum, a private collection showcasing rare and precious antique furniture. Our challenge was to create interest in the regional and international media for what could be considered a dry topic.

Approach
  • Positioned the museum as next generation, focusing media attention on the gallery’s future-thinking approach
  • Incorporated the historical importance of the museum’s pieces and location into the story, widening the relevance of the news
  • Established the authenticity and prestige of the collection through a focus on the owners as industry leaders with a press conference, panel discussions and interviews on the wider topics
Liang Yi Museum
Outcomes
  • Positioned Liang Yi Museum as the city’s most prominent private museum and upscale event space
  • +60 pieces of media coverage in lifestyle publications globally in 3 months
  • Features in international publications including four pages in Vogue China and features in The Wall Street Journal, Monocle, New York Times, Discovery, BBC Travel and The Good Life
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