To generate excitement among tastemakers, we first seeded both teasers for the launch of the “CHIVAS COLLECTIVE” and the trailer for a film we shot in collaboration with one of China’s most famous directors, Wan Kar Wai. We held the premier of this film, “DÉJÀ VU”, to introduce the “CHIVAS COLLECTIVE”: A space for creative collaboration never before seen in China, housed in a specially-converted ‘pop-up’ loft in Shanghai’s leading nightlife center on The Bund. This by-invitation-only party ran for a whole month – one luxurious space, 30 days to party, 24 hours of exploration and inspiration every day. We filled the space with events such as talks, tastings, and even a private party in collaboration with exclusive international club Le Baron. Our closing night featured a fashion show by renowned designer Phillip Lim.

Although only 9,000 tastemakers could attend our events in person, millions more connected with the “COLLECTIVE” online. 6 million Euros worth of media PR coverage was augmented by 400 million impressions on our digital content, with over 5 million video views, and another 1 million+ views of our featured film, “Déjà Vu”, alone. The spirit of the “COLLECTIVE” spread through social media, generating 14,420 new fans, 368,000 topics, and 1.2 million shared Tweets for our official Weibo (China’s Twitter).