For once we truly inspired art! 13 Chinese creative talents from fields as diverse as fine art, gastronomy, architecture and film agreed to create original pieces that reflected each of Louis XIII’s 13 brand attributes (e.g. audacity, devotion, exclusivity, richness, art-of-living). Beautifully displayed at the Shanghai gala event, the works provoked discussion and admiration and even gave attendees the rare chance to talk to the artists themselves. Limited magazine reproductions took the gallery to new eyes.

PR value was double the project cost. Brand and top-of-mind awareness soared to 87% and 67% respectively. Sales and market share increases of 17% and 16%. “A perfect union of creativity and business” as one of the artists neatly put it.