NAME OF Hong Kong Eye Event
AGENCY Pico TBA
VENUE ArtisTree, TaiKoo Place, Hong Kong
TYPE Sponsorship Activation
CLIENT Prudential Corporation Asia
WHEN May 2013
PAX 200 per exclusive viewing / 15,000+ visitors overall
BUDGET Undisclosed

Event overview

Hong Kong Eye presented by Prudential opened on May 1, 2013 at ArtisTree, TaiKoo Place, Hong Kong. The exhibition, which was part of a touring programme covering London and Hong Kong, looked to recast and illuminate significant narratives in Hong Kong contemporary art by presenting key works by 24 emerging and more established artists from Hong Kong. The exhibition was the largest international showcase of Hong Kong contemporary art to date, and was curated by Hong Kong curator Chang Tsong-Zung (Johnson Chang), co-founder of Hong Kong Eye Serenella Ciclitira, and Nigel Hurst, chief executive of the Saatchi Gallery, London. As principal sponsor, Prudential was able to spearhead a series of signature events in Hong Kong which allowed guests to gain a greater insight and appreciation of Hong Kong contemporary art.

Execution

Hong Kong has a thriving and growing arts and culture scene. It provides a lot of opportunity for corporations not only to support community and cultural initiatives, but also engage with their customers, staff and other key stakeholders in a rewarding and out-of-office environment.

Special guests were invited to attend exclusive viewings of the exhibition at Hong Kong Eye. By invitation only, these viewings were hosted to allow more time for Prudential to connect with their guests in recognition of their relationships with them, while not taking the attention away from the art of display. At the opening preview, there was also a media tour where art curators led the media throughout the exhibition and gave a personal touch to the art on display. A number of educational tours and seminars were also organised in partnership with the Asia Art Archive. Attention was given to ensuring that the overall exhibition experience was enhanced, but not overwhelmed. As admission to the exhibition was free to the public, this also helped to promote Hong Kong Eye to the wider population of Hong Kong.

Challenges & triumphs

The key challenge involved the logistics of moving in a large-scale exhibition within a two-day time frame. As there were many parties involved, clear co-ordination between curators, sponsors, event management team and other key suppliers ensured that the move-in of the exhibition transitioned seamlessly into the set-up and execution of the large-scale private events hosted by Prudential.

Event outcome

Hong Kong Eye exhibition in Hong Kong attracted more than 15,000 visitors, including private guests, throughout the month of May, underscoring the growing interest and appreciation of contemporary art among the public.