Celebrating Asia’s biggest design event in a post pandemic world through an integrated PR strategy

Design Shanghai 2021

Creating new conversations in the design industry for a post-Covid world

After a year of unprecedented challenges in the international design community, Design Shanghai was set to become the first physical design show of the year to reunite the design world. Global business has shifted and in recognising the unequivocal strength of the Chinese market, international designers and brands such as Yabu Pushelberg, Roche Bobois and HAY were flocking to Design Shanghai June 2021 to showcase their work after a long absence of events elsewhere in the world. Design Shanghai 2021 confirmed that this show will reunite the design world on expansion of 25%, highlighting a global scale. Sinclair was appointed as integrated communications partner to demonstrate China’s design consumption power by facilitating Design Shanghai 2021, profiling it’s industrial thought leadership and strength. Riding on emotions to generate hope and encourage a positive perception from an industrial point of view was critical.


Insight Sustainable concepts and organic materials are re-shaping the design world’s new level of prestige. China is ready to welcome and introduce products and innovations of the world’s best quality.

Strategy Put human-centric content at the centre of communications to create hope and mitigate uncertainties. Profiled forward thinking innovations and regenerative design concepts to maintain industrial thought leadership.

Content A variety of press pieces were issued covering from key features of the show, key milestones including the press conference and city shopping mall collaboration. A series of WeChat posts were also created to generate social media buzz through owned channels such as WeChat.

Monitoring Research and monitoring was implemented to aid with tailored pitching with relevance to current market topics and trends. This also ensured full preparedness for any possible issues.

Engage Target media were invited to the pre-event launches and four-day show to meet with speakers and engage directly with industrial leaders.

Advocates Engaged and prepared organisers, speakers and stakeholders to take part in media interviews on behalf of the show from different perspectives.

Partnerships Briefing packs ensured consistent messaging across stakeholder communications, while media partnerships guaranteed impactful editorial features.

media at events organised
stories cross-sectors including design, trade, lifestyle, business and more
record-breaking attendance throughout the four day event
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