Goals and objectives
The fifth Audemars Piguet Art Commission appeared in Asia for the first time in 2021, featuring Hong Kong-based multidisciplinary artist Phoebe Hui in collaboration with Hong Kong-based independent curator Ying Kwok. The large-scale, immersive installation, titled “The Moon Is Leaving Us”, was shown in Hong Kong at Tai Kwun – Centre for Heritage and Arts.
To facilitate awareness, and to lay the groundwork for conversion to the event, Morning Studio produced an immersive universe of content. We kicked it off online with strong editorial storytelling, revealing photos, stylistic illustrations and an overall engaging and enjoyable reading experience on the SCMP platform. This took the audience to the moon and back, leading them to the in-person experience at Tai Kwun.
There, readers-turned-eventgoers were guided by a custom 32-page, bilingual print booklet titled "Lunar Effect", also produced by Morning Studio. Though the event became a hybrid virtual and limited in-person experience due to Covid-19 social-distancing rules, it was a huge success. The virtual tours (including live appointments led by Audemars Piguet Contemporary curator Audrey Teichmann) and in-person tours (public and private, by appointment only) were fully booked during the showing period from April 25 to May 23, 2021.
Our universe of stories focused on Phoebe Hui's inspiration for her work, the development of her art installation, the Audemars Piguet Art Commission competition programme, and the Audemars Piguet Contemporary team that supports international artists. Our seamless use of various platforms successfully took the reader from awareness to conversion, bringing positive results in threefold.