LensCrafters is rolling out new highfashion store concepts, extended product offerings and interactive brand experiences across its retail network across China supported by a new brand campaign, “see what you love, love what you see.” Ketchum developed the idea of an exciting photo exhibition event to help eyes see more of what they love. The journey began as the team first secured leading 3D photographer Matjaž Tančič and his team from Slovenia, and flew them to Beijing. For a week, Ketchum led Tančič through Beijing and its outskirts, taking breathtakingly beautiful 3D photos of the Great Wall, the Bird’s Nest Stadium, secluded hutongs and faraway villages.
Renowned Chinese fashion photographer Fan Xin was also commissioned for the exhibition to balance the natural and urban landscapes photographed by Tančič with personality lead portrait photography. From a photo shoot at a horse ranch in Shanghai starring international super-model Liu Wen, to a studio in Hong Kong with music artists Shin and Tanya Cai, to countless shoots in Beijing with a roster of celebrities, Ketchum also managed the entire celebrity photo shoot process from beginning to end.
To engage media in the exhibition story, Ketchum developed a multi-media press release (MMR) which included a gallery of highlighted artworks, videos, and comprehensive press materials. Additionally, a full day of interviews with Frederic Seiller, CEO of Luxottica Retail Greater China, and the 3D photography team resulted in interviews with more than 15 business and lifestyle media. Furthermore, around 150 leading fashion, lifestyle, and news media from Shanghai, Beijing, Guangzhou and Hong Kong, attended a star-studded opening gala for the exhibition at Sanlitun’s trendy Orange Hall before it was opened to the public for one week.
Coverage of the event has already been stellar with over 160 pieces of immediate event coverage generated before lifestyle and fashion features in periodicals had appeared. Cover features were also secured in three of China’s leading weekly lifestyle fashion magazines. All included 3D glasses inserts, beautiful glossy 3D photos from the exhibition and key mentions about LensCrafters’ exhibition and brand campaign.