Swire Properties has appointed Sinclair to lead its Greater China integrated PR for “Shoes: Pleasure and Pain”, a multi-city exhibition presented in partnership with Victoria and Albert Museum, London (V&A).
The announcement follows Swire Properties’ collaboration with Sinclair on Swire Properties Art Month in March this year.
The exhibition explores how shoes can cause both pleasure as well as pain for the wearer, how footwear choices reflect human and societal behaviour, and unveils the shoe collection of the V&A.
The agency will take PR lead for the year-long, travelling exhibition, which has just launched at Shanghai’s HKRI Taikoo Hui this September before making its way to Swire Properties retail malls in Chengdu, Guangzhou, Beijing and Hong Kong.
It will also be responsible for devising and implementing a fully integrated communications strategy to drive traffic to all five Swire Properties locations for the exhibition. Core messaging and PR narratives will be generated and developed for each location, while social media strategy and story angles will also adapt as the exhibition moves between cities.
Right now, the agency has tapped celebrated actress and singer Karen Mok in the exhibition. Mok attended the HKRI Taikoo Hui opening ceremony and lent 13 pairs of designer shoes from her personal collection to the exhibition.
“Sinclair is delighted to be continuing our successful collaboration with Swire Properties’ arts programme,” said managing director Kiri Sinclair.
“Swire Properties have a successful track record in bringing world-class exhibitions to their stunning venues, and we have a shared passion for bringing significant displays of arts and culture to the public. We look forward to driving a truly dynamic integrated communications strategy from our offices in Shanghai and Hong Kong.”