Housed in a gorgeous black & white bungalow amidst the lush greenery of Fort Canning is Japanese-French fusion restaurant Lewin Terrace, named after one of its previous residents, the Chief who headed the Central Fire Station on Hill Street. Helmed by Director Mr. Kosuke Shima and Chef de Cuisine Hiroyuki Shinkai, the talented culinary and service team at Lewin Terrace expertly fuses fresh and innovative Japanese-French fusion creations with the traditional Japanese art of omotenashi, making it making it destination-dining material.
Project Brief & Strategy
The elegant Japanese-French fusion restaurant sought to strengthen its positioning in Singapore’s competitive dining scene as well as drive its business goals.
To achieve the above objectives, a multi-faceted PR plan that included increasing presence on both traditional and new media platforms was executed via the creation of press releases, the hosting of media tastings, and continuous active media pitching. We also developed and presented the cooking philosophy at Lewin Terrace as produce-driven and true to the natural flavours of ingredients used through press content and personality interviews with Chef de Cuisine Hiroyuki Shinkai.
We positioned Lewin Terrace as a restaurant that gives its clientele a reason to return – and regularly – through its robust programme which includes seasonal and festive menus offered at Lewin Terrace, wine sessions and jazz nights. To highlight the Japanese element of Lewin Terrace, we hosted media events so the media could experience first-hand Japanese produce, the likes of Amabuki sake, produce from the Shiga prefecture and prized seafood fit for royalty from the famed Miketsukuni region. To deliver on that quintessentially Japanese experience, we recreated the Ichigo Fair made famous in Japan and offered desserts made of Chitose strawberries.
In other instances, we placed emphasis on the French aspect of Lewin Terrace, from the cooking techniques used to French wines and that of the new world. A highlight was garnering the opportunity for Lewin Terrace to organise a cocktail party hosted by Financial Times wine critic Jancis Robinson (OBE, ComMA, MW) for the donors of non-profit organization Room to Read.
Given the powerful reach of social, we worked with lifestyle and food influencers to create content that reach out to their fanbase.
We developed a plan that resulted in continuous media presence in print, broadcast, online media and social, ensuring that Lewin Terrace never left the spotlight. Some of the media outlets that featured Lewin Terrace include, but are not limited to, BLLNR, City Nomads, Class 95FM, Epicure, Esquire, Her World, Lianhe Zaobao, Lifestyle Asia, Michelin Guide, Prestige PIN, Robb Report, SALT, Singapore Tatler, The Peak, The Strait Times and Wine & Dine; as well as a host of food and lifestyle influencers.
BELL & ROSS
Headquartered in France, manufactured in Switzerland and created in 1992 by designer Bruno Belamich (Bell) and CEO Carlos A. Rosillo (Ross), Bell & Ross specializes in extraordinary watches created for individuals with a penchant for living on the edge. Be it high altitude flight, deep diving, extreme weather conditions or high speed acceleration, the pilots, divers, sailors and astronauts who choose Bell & Ross watches for their functionality and strength can expect the very best timepieces suited to their needs.
To increase the brand recognition and to create awareness for Bell & Ross. Created a campaign with the Renault Sport Formula One Team over their mutual passion for mechanics, speed and precision on a share quest: The Race Against Time.
Race Against Time in Singapore with Bell & Ross
In conjunction with the Renault Sport Formula One Team’s participation in Singapore, Bell & Ross launched a pop-up store in Paragon to showcase the watches as well as models featured at the international watch and jewellery industry BaselWorld. As part of this 10-day campaign, there was a Meet & Greet session hosted by Allan Wu, featuring Renault Sport Formula One Team driver Jolyon Palmer. In addition, Bell & Ross CEO Carlos A. Rosillo hosted an exclusive evening cocktail reception that was attended by friends of retailer watches of Switzerland, who got to meet and mingle with personalities such as Adam, Ryan and Mark Goldston of Athletic Propulsion Labs (APL). This campaign garnered a large amount of traffic as well as media & influencers such as Andrea Chong.
Meet and Greet with F1 Racer Jolyon Palmer
Evening Cocktails with Bell & Ross
Bell & Ross was covered in top timepiece and luxury titles such as Revolution Asia, Robb Report, Crown, The Edge, August Man, Senatus, Luxury Insider and the events drew more than 50 media in attendance.
KENZO is a French luxury fashion house founded in 1970 by Japanese designer Kenzo Takada. It was in 1999 that Kenzo Takada presented his final show, handing over the design to Giles Rosier and sold his house to the Luxury group LVMH. In 2011, the brand’s parent company, LVMH, hired United States-born designers Humberto Leon and Carol Lim, founders of American store Opening Ceremony as Creative Directors of KENZO. The duo is often inspired by the world of cinema and in their world, it’s a blend of the oriental and occidental where Japanese meets Parisian and the street vibe has breathed new life into the label.
Event & Strategy
Craft was tasked to handle the launch of KENZO’s first ever flagship store in Singapore at The Shoppes at Marina Bay Sands. The aim was to create a cocktail party that reflected Kenzo’s new cool quotient and its then Fall collection.
KENZO’s one of a kind grand opening party was inspired by American mystery horror drama, Twin Peaks. In line with all things David Lynch for fall, we created a Mystery photo call, which with its sloping fall, creates an illusion of people curiously-angled and about to fall. We rolled out the proverbial red carpet in the form of an iconic for-the-season Twin Peak floor, owning the space outside the retail store with monochrome zigzags. DJ Shigeki and a selection of on-theme bites like cupcakes, popcorn and Moët & Chandon kept the crowd entertained.
The event was kept busy by Kenzo’s loyal clientele as well as editors from media outlets such as The Straits Times, L’Officiel, Robb Report, Lifestyle Asia and personalities such as Harper’s Bazaar’s Editor-in-Chief & Asia’s Next Top Model panelist Kenneth Goh, Jumius Wong, Charmaine Yee, Rosalyn Lee, Jean Danker, Yasminne Cheng, Luann Alphonso and Yoyo Cao.
Aside from a store opening opening experience that communicated KENZO’s cool vibe, we had Rosalyn Lee and Yoyo Cao beautifully dressed in KENZO and also garnered an interview with The Straits Times – the same week the story was published and it read wonderfully: Kenzo is cool again. KENZO also received coverage from the likes of L’Officiel, Lifestyle Asia, AsiaOne and more.
HOTEL CLOVER GROUP
Established in Tamshui, Taiwan in 1987, LIULI was the first of its kind and has grown into Asia’s largest LIULI arts brand with over 70 galleries around the world. Founded by Taiwanese creative types Loretta Hui-shan Yang and Chang Yi, LIULI epitomises Chinese culture and the lost art of Chinese crystal glass.
To handle the launch of the ‘Silence Within Fire Collection’ and manage the grand VIP event with founders and artistes. Created a media campaign targeting English dailies to share the stories behind the creation of LIULI with more than 300 guests attending the VIP opening including key media, celebrities and society luminaries.
The ‘Silence Within Fire’ received massive blanket coverage across English dailies, TV and broadcast, and the collection continues to receive praise from Singapore’s top media outlets including Business Times, AsiaOne, magazines like Men’s Folio, Singapore Tatler, Prestige, Peak and broadcast media the likes of Channel NewsAsia’s and Channel 8’s morning shows as well as Capital Radio 95.8, to name a few.