Loro Piana — Gift of Kings

Date Launched

Transforming wool into a work of art.

Loro Piana needed to increase relevance with a new generation of luxury consumers in Southeast Asia and the Middle East. Art Basel was our opportunity to connect with the target audience, but these discerning people visit for the art, not the brands.

Wallpaper* magazine called our art installation "The most intriguing of Hong Kong's annual art week."

See more here

Editor's Picks

Seven marketing sins

Cannes' new Creative Brand Lion judges the systems behind great creative work rather than the campaigns. Its seven categories double as a diagnostic that will show any marketer where their capability is failing.

By

Amar Chohan

April 24, 2026

The death spiral

Marketers are getting better returns on less money and calling it progress. Their market share says otherwise.

By

Amar Chohan

April 9, 2026

We're going to need a bigger brief

A low-interest category, 100 pieces of content, and results that outperformed every paid ad on the plan

By

Amar Chohan

March 27, 2026

Social-first is not a strategy.

Two approaches to social-first marketing. Only one is building a brand.

The Performance Treadmill

Brand building remains overshadowed by quick-win metrics. Perhaps it’s time for a rebrand.

Trust, accountability and purpose: The Kite Factory's winning formula

CEO James Smith on how a culture of accountability and effectiveness have helped to build one of media's most trusted independents.

No items found.