Leading Italian manufacturer, Alcantara, is a top choice for global luxury brands in the automotive, fashion, interior design, consumer electronics and other specialist fields.

To strengthen the brand in China, and reiterate the company's commitment in that market, Alcantara and LEWIS worked together to create an exhibition at the Aurora Museum in Shanghai. Alcantara provided its materials to local and international artists to design exclusive artwork for the exhibition, titled 'Unordinary Space'. Chinese and Italian fashion designers, media, bloggers and influencers were invited to the launch of the exhibition to witness the versatility, beauty and colours of Alcantara materials.

The complexity of the event itself posed a number of challenges. A series of activities were planned back-to-back: a joint opening ceremony with Alcantara and Aurora Museum,  a VIP cocktail party, as well as press interviews. This required LEWIS China to develop a detailed work schedule and seamless coordination between Alcantara and its partners. It also required extensive liaison with a range of participants and journalists. At the same time, the LEWIS China team had to comply with the museum's procedures at each step of the event, which added another layer of organisation to the already complex event.

The results: 

  • generated buzz during the event through live tweeting
  • more than 100 pieces of coverage
  • 2,000+ views on online TV streaming sites
  • numerous posts on China's popular social channels Weibo and WeChat during the event

Overall the launch of the exhibition was well received by media, influencers, industry partners and stakeholders. 

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