Stack of precariously balanced chairs designed by Stellar Works in a tall pile against a wall on concrete floors inside the venue at Milan Design Week 2018

Tomorrow worked with Stellar Works, a leading Asian design brand, on a communications strategy for its 2018 appearance at Milan Design Week. Tomorrow collaborated with its global marketing team to create a plan encompassing creative initiatives and intelligent tactics to maximise participation and awareness of the contemporary furniture brand’s Milan events. We devised and delivered a PR strategy to publicise Stellar Works’ new 2018 collections within an evocative installation designed by Neri&Hu in the Tortona area of the city.

Dining table and chairs made of dark wood designed by Stellar Works against a bright yellow wall inside the venue at Milan Design Week
Looking out through double doors at an outdoor dining chair collection made of dark black and white wood designed by Stellar Works from inside the venue at Milan Design Week 2018

Tomorrow invited international architecture and design press to attend the press preview, visit the installation, and arrange interviews with the brand’s founder and CEO and its designer-collaborators, Neri&Hu and Space Copenhagen. Tomorrow developed all essential press materials for the project and advised on everything from the photography to event planning.

We initiated a VIP media dinner in the installation space for a selection of top-tier press worldwide. This was attended by 14 editors from titles including Disegno (UK), Singapore Tatler, Lifestyle Journal (Hong Kong), Dezeen (UK), Living Corriere della Sera (Italy), AD Germany, Elle Decoration (China), South China Morning Post and The Telegraph (UK).

Tomorrow secured around 50 pieces of coverage within international print and online media. Published coverage included preview stories, MDW highlights and brand stories in Designboom (Italy), AD Germany, Azure (Canada), Australian Financial Review, Icon Design (Italy), Wallpaper* (International) and more.

Dining chairs designed by Stellar Works under a curved black alcove on concrete floors inside the venue at Milan Design Week 2018
Green and cream sofas and marble oval-shaped coffee table designed by Stellar Works styled against black and white walls on concrete floors inside the venue at Milan Design Week 2018
What we did

Design Intelligence & Advice Events and Design Weeks Industry Insight & Analysis Media Relations Strategic PR Planning & Implementation

Photography by

Taran Wilkhu

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