LUMAS a Berlin-based and born limited edition photography gallery, with more than 40 locations around the world, opened its second Canadian location in Toronto in September 2015. After a successful launch in Vancouver in February 2015, Wolff Public Relations was the sole agency in charge of introducing LUMAS to Canadian media and consumers.
Wolff Public Relations was the primary media contact for the grand opening in both Toronto and Vancouver.
In Vancouver, we launched LUMAS with a private event for friends, family and media. With special guest and artist, Sabine Wild, who was at the event signing books and pieces of art for guests who attended, we built awareness for this new stunning space in Gastown.
Mostly short-lead publications and online outlets are based in Vancouver, so our media relations strategy was awareness around the opening and to encourage people to come in an experience the LUMAS concept.
In Toronto, we aimed higher and partnered with SUITS star, Patrick J. Adams to do a capsule collection of photographs, exclusively for LUMAS.
As LUMAS is in two major Canadian markets, with sights set on two others in the coming calendar year, we sought to reach out to national long-lead publications. However, LUMAS was also a brand new concept for Canadian media so we realized there was a strong need for education and repeated connection with media before they could embrace and understand this unique gallery concept. In the past, galleries like these have produced poor works. With LUMAS, however, the artists and their photographs are carefully curated by a team in Berlin and only reproduced in editions of 75-100, so the price point becomes more accessible for the consumer, yet still retain their value and even sometimes, increase.
From a short-lead perspective, we leveraged Patrick’s celebrity status to do media outreach including TV, radio, print and online. We wanted to garner exposure for his works but did not want to draw attention to the launch party, as to avoid fans. Some coverage generated included a full page spread in the Toronto Star, Canada’s largest daily paper, German GQ, eTalk, ETCanada and
To celebrate the Toronto opening, LUMAS hosted a big launch party in September 2015.
LUMAS collaborated with homegrown actor and photographer, Patrick J. Adams. Patrick was in attendance at the launch to showcase his exclusive work for the gallery and to meet and greet special guests, art collectors, friends and family of LUMAS.
Wolff Public Relations implemented a “no selfie” policy for guests so Patrick would feel comfortable mingling the entire evening. If guests wanted a photo with him, we had well-known photographers from Pimentel Photography on-hand to capture all of the wonderful moments.
Location: LUMAS, Yorkville
Date: September 17, 2015
Special guests: Canadian born actor and photographer, Patrick J. Adams; SUITS actress, Sarah Rafferty