Shang Xia Singapore

Client: Abry Pte Ltd

Celebrated for blending tradition and modernity, Shang Xia is a luxury label backed by Hermès, that showcases the intricacies and ingenuity of Chinese craftsmanship. While it has been around for almost a decade, Shang Xia is still a brand for those in the know. It only made its debut in Singapore in December 2019 with a pop-up store at Takashimaya.

My Role:
As the sole public relations manager/communications manager, I worked closely with the deputy CEO of DDB and the founder of Abry to launch this Chinese luxury brand here. This was my first-ever press campaign, done without paid marketing, no less. I planned and executed the launch event on my own, and hosted the press together with the client on the event day.

The launch of this chic pop-up store garnered significant coverage in major publications including The Straits Times Life, Business Times, Lianhe Zaobao, The Peak, Tatler, ICON Singapore and d+a. Besides garnering $1.5million in PR value, it was a finalist for the Most Creative - Communications / Public Relations at the 2020 MARKies Awards.