Loro Piana

The Gift of Kings - The Noblest of Wools


To coincide with the 2018 edition of Art Basel Hong Kong Loro Piana presented an immersive installation to pay tribute to one of the brand's most renowned excellences: The Gift of Kings.
A multisensory journey of discovery took visitors into the heart of the company’s finest wool offering.
The result of a truly pioneer spirit and of a continuous research of nature’s most precious gifts in terms of natural fiber, The Gift of Kings is an incredibly fine and rare wool sourced by Loro Piana in collaboration with select breeders in Australia and New Zealand. Measuring around 12 microns, the Gift of Kings is available only in tiny quantities – 3.000 of 500 million kilos of wool produced locally every year.
A true textile masterpiece that Loro Piana celebrated in occasion of Hong Kong’s most important art fair through a project which infuses this sublime material with a novel creative spin. The installation features an evanescent cloud-like sculpture, which floats inside the space, inviting visitors to step inside to touch and discover the Gift of Kings and its journey in pursuit of excellence.
Enclosed within the installation are three rooms, each offering a glimpse into the transformation of the material, from raw to woven. At the heart of Loro Piana is a deep respect for nature, and each room represents this integral connection presenting the wool as a natural phenomenon that conveys its exceptional characteristics: rain, waterfalls and waves are recreated to portray its softness, its lightness, its purity.

This professional campaign titled 'The Gift of Kings - The Noblest of Wools' was published in China in April, 2018. It was created for the brand: Loro Piana, . This Experiential medium campaign is related to the Fashion industry and contains 10 media assets. It was submitted over 5 years ago.


Marketing Company: Not Actual Size
Design Company: Plaid London
Production Company: Activation Events
Visual Effects Company: RXM
Public Relations Agency: Number One PR Communication Ltd, social/capital
Public Relations Director: Valentina Tagliamacco
Head of Global Events: Maria Laura Elli
Head of International Media Relations: Lorenza Weyland
Events Coordinators: Camilla Finocchiaro Aprile, Cristina Cavallini
Public Relations: Francesca Vivalda
Student/ Intern: Francesca Donatelli
Student /Intern: Alice Lorenzi
General Manager: Margherita Cattaneo
Marketing: Leonie Chen
Digital Marketings: Alice Tedeschi, Alice Antoniolli, Vittoria Loro Piana
Marketings: Michela Fioramonti, Stefano Uffredi, Chiara Saini
CEO: Dan Holliday
Projects Director: Siobhan Sleet
Creative Director: David Rainbird
Content Director: Nicky Simpson
Office Manager: Jess Payne
Editor: Steph Powell
Junior Designer: Lucy Miller
Editorial Consultant: Richard Benson
Directors: Brian Studak, Lauren Scully
Junior Designer: Borbala Kovacs
Designer: Matteo Fogale
Technical Director: Jem Shaw
Account Director: June Cheng
Account Manager: Olivia Choi
Production Managers: Gary Lee, Billy Cheung
Account Executive: Charlotte Wong
Creative Directors: Raul Mandru, Mihai Botarel
Director: Joe Cavallini
Senior Account Supervisor: Emily Johns
Producer: Chelsea Solitrin
Art Director: Andrea Erali
Public Relationss: Francis Cheng, Federico Tan


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