A Pitch to Remember - 1933 Shanghai

1933 Shanghai - an extraordinary new urban creative and lifestyle hub housed in a former derelict 1930's art deco abattoir and adjoining buildings in an up and coming district of Shanghai called Hongkou, just to the north of the Bund.   The architecturally stunning 35,000 square meters of heritage architecture is the brainchild of Paul Liu, former executive director of the groundbreaking restaurant and retail destination Three On The Bund and his partners former banker, Lily Wang and successful chef entrepreneur  David Laris.        

Why was the Pitch So Interesting?

The launch of this new centre dedicated to design, lifestyle and learning has no parallel in Shanghai.  Our pitch to the media highlighted the three key elements of the project.  We also had to emphasize the delicate balance between providing an edgy new platform for creativity, arts, culture, and learning, and commercial vibrancy.  The project's core concepts had to resonate in a city that is transforming itself physically and mentally on a daily basis.

We had to get people excited about an old slaughterhouse close to the Bund and evoke parallels to the Meat Packing District in New York City and Soho / Shoreditch in London!

How Did You Pull Off the Event?

We showcased the stunning 1,000 square metre ‘theatre in the round' which crowns this restored landmark, whose glass floor looks into the original core space of old industrial workshops.  Working with a top Shanghai events company, a stage was created for the three partners to explain their role and vision for 1933 supported by a slick DVD presentation which took guests through the history of 1933, the important historic district in which its sits, the careful restoration of the building and the development of the concept of the new complex.

Guest were then taken on guided tours of the building before being plied with champagne and David Laris's famous canapés served in the soaring empty spaces that will be occupied by the main restaurants such as Laris's Steak House - a tribute to the original use of this magnificent old building.  

Who Was There?  

Well over 100 reporters from print, Internet and TV media who were able to mingle with architects, designers, historians and such who had played their part in the creation of this unusual and exciting urban regeneration project.

It was also an opportunity for the 1933 team to thank their business partners, meet potential tenants and to get event organizers excited about the infinite possibilities of this extraordinary place.    

What Made the Pitch Success?

Bringing the media into this unfinished but extraordinary venue, giving them a first hand experience and feel for the space, and hearing from the people behind the concept, about their vision and ideas for the future of the building and its role in the Shanghai community.  

What Were the Client's Metrics On Success?

To create a buzz in the community about 1933.  And to present it as a  unique new events venue for the city - which it most certainly has become with a string of major brand name events to its credit -  and to generate interest from creative professionals, retailers, restaurateurs and other businesses in setting up their business here.  

What Were the Results?

Extensive local and international coverage in news, business, lifestyle and architecture and design media, which continues to build as the word spreads.  

1933 expects to be 70% occupied by this autumn 2008 when it will also launch its new COR programme of creative exhibitions and cultural events, all of which is in line with its mission to create a centre for design, living and learning for China's most exciting city.

Lynn Grebstad is a director of Grebstad Hicks Communications.