Work 07 - Luxury PR
Quiet Light
ÉTERNEL Private Art Appreciation PR
Through an intimate art dinner "limited to 30 guests", we helped a niche French high-jewelry house with zero brand awareness reach China's most elite circles with precision, establishing an aura of privacy and artistry beyond that of the major luxury houses.
Project overview
Project overview
Client
ÉTERNEL
Niche French high-jewelry brand
First entry into China
Objectives
The top 0.1%
High-net-worth individuals and
Editors-in-chief of top-tier fashion media
Approach
Relationship PR
Private art dinner
Limited to 30 guests
Core PR Objectives
Precision Reach
Reach China's top 0.1% of high-net-worth individuals with precision, starting from zero public awareness
Elite Positioning
Avoid mass exposure and craft an elite positioning that is "rare, intimate and of artwork caliber"
Building Desire
Drive "top-down" brand desirability through word of mouth in the most elite circles
Challenge
Challenges & Insights
The Luxury PR Paradox
Maintain absolute scarcity and mystique, while still achieving targeted word of mouth.
Mass advertising dilutes brand value, and traditional launch events feel too loud. Top-tier luxury demands an entirely new PR paradigm.
Audience Insight
True high-net-worth individuals and fashion's top KOLs have long been immune to celebrity appearances and crowd-pulling PR stunts.
What they seek is"privilege", "exclusivity" and "intellectual, artistic exchange"。
Strategic Insight
The PR breakthrough: create a"by invitation only"private art space where attendance itself becomes a symbol of privilege.
Communications strategy
Communications strategy
Relationship PR Meets Art Curation
Qingmei Future proposed forgoing all mass exposure and instead curatinga private art dinner "limited to 30 guests"。
At its core, the dinner was a small, museum-grade art exhibition, with the jewelry as just one of the works on display.
The heart of the PR was "curating the guest list and delivering an exceptional, exclusive experience", so every attendee felt the respect of being thoughtfully cared for.
The Qingmei Edge: Elite Experience Design
Ambience Design
Premium Ambience Design
The Qingmei team brings state-banquet-level staging and choreography. Every detail, from lighting, scent and music to tableware, serves the brand's artistic sensibility.
Art Resources
Art Network Integration
Drawing on Qingmei's heritage, we bring in genuine contemporary artists and show their work alongside the jewelry, so that art itself endorses the brand.
design concept
We didn't design an event; we designed the privilege of being "invited into an artistic dialog". Every detail conveyed the brand's artwork-caliber positioning.
EXECUTION
Execution highlights
The "Silent Light" Private Dinner
The venue: a private art museum closed to the public, ensuring both intimacy and artistic atmosphere.
Invitation Design
Handcrafted Invitations
Each invitation was handmade by the Qingmei team on specialty paper embedded with real gemstone fragments, and handwritten by the brand's CEO. The invitation itself became a collectible and an expression of the highest respect.
Curatorial Design
Art Curation
Five of ÉTERNEL's finest pieces were exhibited alongside sculptures and paintings by five contemporary artists. The Qingmei team led the lighting design, ensuring the brilliance of the jewelry and the presence of the artworks enhanced one another.
Experience Flow
No Emcee
De-commercialized Communication
There was no emcee; the brand CEO and a curator (representing Qingmei) guided guests through the works.
Over dinner, the CEO shared the craftsmanship story behind each piece, never the price. This de-commercialized approach only heightened the work's artistic value.
Communication Control
Strict Curation
No real-time posting:Guests were asked to simply enjoy the evening and refrain from posting photos on social media in real time (to preserve privacy)
Targeted in-depth coverage:Only three editors-in-chief of leading fashion magazines were invited, publishing in-depth cultural features one week after the event
Private word of mouth:Other guests (collectors and socialites) shared within private channels (WeChat Moments, private groups), becoming the most credible source of word of mouth
Content Strategy
Artistic Dialog
In-Depth Cultural Perspective
Coverage approached the story not as an event report, but as an in-depth cultural feature exploring the boundary between jewelry and art.
This caliber of editorial depth reinforced the brand's cultural positioning and avoided the trap of commercialism.
Results
Measurable outcomes
30 guests
Precision Reach
100% precision targeting of the intended circle
3/5
Advance bookings that evening
3 of the 5 museum-quality pieces on display were reserved that night
Circle reputation
Circle word-of-mouth
Within weeks, the brand established itself in Beijing and Shanghai's high-net-worth circles as an insider's mark of refinement and expertise
VIP LIST
Client establishment
Brand China VIP roster (clientele valued at 1M+ USD) built within a month
POSITIONING
Brand Positioning
From zero foundation, ÉTERNEL transcended first-tier luxury positioning through a private artistic sensibility
Key achievement
Precision breakthrough from zero to apex
Through an invitation-only 30-person art evening, we positioned ÉTERNEL directly into China's most exclusive luxury consumer tier—despite zero mainstream awareness—establishing an aura of scarcity and museum-grade artistic positioning.
Methodology
Our Approach
Luxury PR principle
1. Scarcity by design:Strict capacity control; participation itself becomes privilege
2. Artistic endorsement:Speak in the language of art, not commerce
3. Privacy safeguard:Restrict real-time coverage; preserve mystery
4. Refined experience:Every detail conveys respect and exclusivity
Circle penetration strategy
Precision curation:30 guests, not 300; quality over reach
Relationship first:Deepen relationships, not broaden exposure
Private ecosystem propagation:Let word-of-mouth flow naturally through private high-net-worth networks
Enduring value:One event builds lasting brand equity
IP-driven multi-sector ecosystem
As Wanda Group navigated its transition away from real estate, the challenge was clear: how to architect "one Wanda, many brands"—a unified corporate framework anchored in culture, tourism, and sports—creating an IP-driven cross-sector matrix that repositions the company from real estate developer to a lifestyle and experience-driven conglomerate.
Key Results
Transformation and management challenges
Brand perception remained fixed on commercial real estate, with limited recognition across culture, tourism, sports, and emerging ventures. Multiple business divisions with weak cross-brand connectivity created complex architecture challenges.
Despite international expansion, global brand recognition and influence lagged. The company faced both a "property developer" stereotype and the complexity of managing portfolio-wide brand diversity.
Three Strategic Objectives
Establish a unified yet diverse brand architecture that enables a true transition away from real estate identity. Build an IP-centric cross-sector brand matrix that defines the "Wanda lifestyle ecosystem."
Maximize brand equity and establish Wanda as a global leader in culture, tourism, sports, and lifestyle experiences.
Our Solution and Core Strategies
Four pillars of brand diversification strategy
"One Wanda, many brands" architecture
Wanda serves as the trust anchor and corporate identity, unifying brand strategy and visual standards. Sub-brands—cinemas, tourism properties, children's entertainment—operate independently but align with group brand synergy, creating a coherent yet diverse portfolio.
Culture + tourism + sports ecosystem
Deploy theme parks and resort destinations under the Wanda City brand. Sponsor Atlético Madrid and international triathlon events to enter sports. Build a closed-loop ecosystem of content IP, experiential venues, and commercial monetization.
IP-driven brand strategy
Launch Wanda Baby King as a children's entertainment IP to own the family market. Partner with global IP (Marvel, Disney) to co-develop themed attractions and merchandize. Use IP as a catalyst for cross-sector activation—linking cinemas, plazas, and entertainment venues through unified marketing.
Digital brand ecosystem and global expansion
Build Wanda Plaza super-app integrating shopping, dining, entertainment, and parking into a seamless omnichannel experience. Leverage sports sponsorships (China Cup) and international brand acquisitions to project a "Chinese service, global quality" positioning worldwide.
Measurable Results
| Outcome | Strategic Performance | Scale / Ranking | Value Delivered |
|---|---|---|---|
| Brand Value | Brand Valuation | Over RMB 300 billion | Ranked among China's top 10 most valuable brands for years running |
| Commercial Standing | Wanda Plazas | 400+ | "Wanda Plaza" has become synonymous with the city's commercial heart |
| Entertainment Standing | Wanda Cinemas | One of the world's largest cinema operators | Annual box office exceeding RMB 10 billion |
| Customer Assets | Total Digital Members | 200 million+ | A powerful owned-traffic ecosystem |
| Footfall | Annual Wanda Plaza Footfall | Over 4 billion visits | China's largest offline traffic gateway |
Data sourced from official brand communications | Updated 2024
Signature Initiatives in Detail
Nanchang Wanda City
400B RMB investment across theme parks, resort hotels, and commercial centers. First-year opening drew over 10M visitors, establishing a regional tourism landmark.
Wanda Plaza super-app
Integrates 400+ properties nationwide with 150M+ registered users. Monthly active users exceed 50M, positioning it as one of China's largest commerce platforms with deep online-offline integration.
Wanda Cinemas Marvel-themed auditoriums
Co-branded immersive venues featuring character sculptures and exclusive retail. Rolled out across 50 cities nationally, becoming a pilgrimage destination for fans while driving box office and merchandize sales.
Wanda Group's diversification strategy is a masterclass in how mega-enterprises break through sector boundaries. We specialize in helping brands transcend traditional operating limits through IP integration and digital ecosystem design to unlock maximum brand value.
Does your brand need to build a cross-sector ecosystem?
We help brands break through traditional business boundaries through IP strategy and digital integration to realize maximum brand value.
Contact us now to architect your brand's diversification strategy
