Launching an acclaimed exhibition in a post-COVID world that tours Chinese Mainland​

Please Be Seated
Challenges

Building buzz for public art post pandemic

Swire Properties partnered with Paul Cocksedge Studio to present the studio’s first piece of touring public art, which made its debut at Sino-Ocean Taikoo Li Chengdu post COVID-19 since its widely acclaimed debut at the London Design Festival in 2019. The large-scale installation then travelled to Taikoo Hui in Guangzhou and Taikoo Li Qiantan in Shanghai before being permanently installed at Taikoo Li Sanlitun in Beijing. 

The debut of “Please be seated” invited the public to explore and engage with the artwork on their own terms, interacting with it so that they become an integral part of the piece themselves.

Sinclair was appointed to centralise and align all communications, ensuring Swire Properties maintained its voice in the partnership, as well as targeting a top-tier list of media in each market to secure high quality coverage during the launch. 

Approach

Narrative Ensured to highlight Swire’s signature creative placemaking within their communities in all communications, while telling a story about the art piece itself as an instinctive response to public space and the rhythm of people moving through it.

Strategy Developed story angles to tease and launch the exhibition to the target audience before 2020 China National Day Golden Week holiday, ultimately driving footfall to its first stop at Sino-Ocean Taikoo Li Chengdu. 

Engage Press release distribution covered mainstream national media including Chinese mainland, Hong Kong SAR and international portals. The launch release was aimed national wide top influential media across sectors to generate in-depth and picture-rich content.

Thought Leadership Secured in-depth interviews with Swire Properties spokesperson and artists curating high quality contents together with media

Partnerships Curated media partnership to develop compelling stories via media’s social media channels, making the story even more famous while meeting the younger generation’s reading habit.

Outcomes
+120
stories in print and online across Greater China​
+315 million
through Chinese media publications​
+10
n-depth interviews with the designer and Swire Properties spokesperson ​
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