Kallaway launches Japan House London’s first virtual exhibition
29 May 2020
There isn’t a cultural venue worldwide that hasn’t felt the impact of COVID-19 as the sector adapts offline content for an online audience in new ways. We helped Japan House London launch its first virtual exhibition - Anno’s Journey: The World of Anno Mitsumasa – and cut through in an increasingly crowded marketplace to secure the attraction’s largest ever spike in monthly web traffic.
To deliver these results we took the insights into Japanese and British life Anno’s Journey provides and told their evocative stories across media via a two pronged approach focusing on online, lifestyle and design outlets. Our online media led approach reflected the surge in digital readership since lockdown and the opportunity for readers of the story to stay online - a click away from virtual tour. Coverage was secured in popular lifestyle titles, including recommendations in Elle Decoration, Country & Townhouse and Culture Whisper, as one of the best virtual exhibitions to try at home.
Harnessing Mitsumasa’s remarkable art and design credentials over almost a century, and the way the online experience is presented via a 3D tour, we targeted design enthusiasts through a diverse range of creative titles from Creative Boom, Design Exchange, It’s Nice That to Crafts Magazine. The exhibition also attracted international interest from The Japan Times as well as support from the Mayor of London’s promotional body, London & Partners, and from former government culture minister Ed Vaizey.