A new communication strategy to make the Parisian edition of Hypegallery an even more striking success: the resources were concentrated on a very specific audience of opinion leaders and other influential people, to make word of mouth become the main traffic and artists recruitment generator. To attract their attention, we decided to tell them a story in three chapters, over three months. We decided to keep the story just for them, so they would pass the story on.

In September, puzzling sentences were inserted in alternative hip magazines, posted on walls of select bars and handed out to design and photography agencies inside fortune cookies. The inserts had no branding or URL, they simply focussed on the exhibition’s concept.In October, the first artworks were shown as press insertions, on postcards and posters displayed in the edgiest venues and in the top Parisian Art Schools.In November, we partnered with the art gallery, Kamel Mennour’s and the Inrocks music festival to reveal the location and date of the exhibition through the diffusion of new works and films.