Creating buzz for a new art destination

Massimo De Carlo
Challenges

Massimo De Carlo is a leading Italian gallerist who was named one of Europe’s 10 Most Respected Art Dealers by Artnet. Since 1987, De Carlo’s eponymous gallery has brought many emerging and established artists to the world stage. In March 2016, the gallery added to its existing spaces in Milan and London with the opening of a Hong Kong gallery.

The key challenge was raising the profile of the Massimo De Carlo Hong Kong gallery to Chinese and Southeast Asian audiences, ensuring its premium global standing was communicated both within the art world and to a wider regional audience.

Solutions
  • Positioned Massimo De Carlo as an international gallery that creates dialogue between rising talent and respected contemporary artists with a significant impact on the global art scene
  • Created conversation about Massimo De Carlo Hong Kong in a wider audience through engaging media in broader story angles
  • Ensured that throughout the year each show was positioned as the top must-see exhibition of the season in local and regional art publication editorial listings
  • Arranged press luncheons and tours to increase media awareness and understanding of Massimo De Carlo’s portfolio and points of differentiation
  • Drove media engagement through interviews with the artists, gallery owner Massimo De Carlo and Hong Kong gallery director Claudia Albertini
  • Evolved the story to position Massimo De Carlo Hong Kong’s Roland Flexner and Ai Wei Wei exhibition as the highlight of Art Week 2017
Massimo de Carlo
Outcomes
Newspaper
+280
stories generated around Massimo De Carlo’s Hong Kong launch and exhibitions
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+51M
people reached from stories generated
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+40
media from arts, lifestyle and general news publications attended the press previews for Massimo De Carlo’s Hong Kong exhibitions
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