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
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
