11/21/2023 0 Comments A year of magical thinking![]() ![]() “We felt it was important that our digital initiatives were additive - that they offered distinct and valuable opportunities for our visitors and exhibitors - that they reflected the ethos of Masterpiece London, and that ultimately they would be enjoyable,” said Lucie Kitchener, managing director of Masterpiece. A microsite, in partnership with Artsy, is hosting an online viewing room where exhibitors can connect with collectors and sell their work. Royal Bank of Canada has remained the principal partner of the event.ĭuring Masterpiece Online, there are also panel discussions with institutions including the Metropolitan Museum of Art, the V&A Museum and National Gallery in London and Hong Kong Museum of Art. They are also able to book private views with experts from different fields speaking across a range of themes and highlights at the fair. Organizers have recently redesigned the web site: At the fair, which opened on Monday and runs until June 28, guests are able to view works for sale, watch videos from the participating dealers, gallerists and designers. Masterpiece, the London art and antiques fair, plans to make a similar pivot to Watches & Wonders. She pointed out that the Internet is where prospective watch buyers and collectors start their journey, do their research and educate themselves before they commit to buying. “People need to see, touch and wear the product to understand it,” although physical and digital will work hand-in-hand. The next edition of Watches & Wonders is set to take place in April 2021 in Geneva, and Lupo said it will return to its physical iteration, but online will continue to play a big role. “We still wanted to make people dream,” she said. Instead, she asked the participating brands, which include Cartier, Montblanc, Piaget, Hermès and Speake-Marin, to focus on imagery, news, history, education and behind-the-scenes content that could appeal to a broad audience. Lupo kept things simple: She didn’t try to replicate the physical event or do a virtual fair. Nothing was livestreamed, but content from the April show will continue to live online, while Lupo and her team are regularly updating the site with news, while live and interactive content is to come. In an interview, she said her digital efforts were a hit, with more than 60,000 visitors in the first month, and 5,000 journalists signing up, far more than the number attending the Geneva event. She said she was determined to protect and nurture the ecosystem of the fair’s brands and constituents, and ensure that news, new launches and fresh content had their time in the sun. “We needed to keep our momentum going - people could not, and would not, accept our doing nothing,” said Lupo, chair and managing director of the Fondation de la Haute Horlogerie, which organizes Watches & Wonders. Photo courtesy of Watches & Wondersįashion, which relies on frequent, live events and sales in crowded showrooms, is also racing to adapt, as it watches and learns from other industries. Fabienne Lupo, who pulled together a digital version of Watches & Wonders in less than six weeks.
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