In collaboration with Wereldmuseum Amsterdam and their exhibition “Made in China,” red. lead an influencer activation in the heart of Amsterdam’s Chinatown, Zeedijk 128. Running from June 17th to 28th, this 60-square-meter pop-up shop offered an in-depth look at the label we see everywhere but rarely understand. It highlighted China’s rich craftsmanship, from ancient traditions to contemporary art and design, while showcasing products that bear that familiar tag.
Our role was to curate the voice of the campaign. We scouted, selected, and briefed a diverse group of creators, managing the content strategy to ensure authentic engagement. Creators were invited for an exclusive first look at the store and its hidden backroom, where they were free to create organic content in their own unique styles.
A huge thank you to Wereldmuseum Amsterdam for collaborating with us, and to our creators and Vliering Studio for bringing the pop-up to life!
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Images by Kaka Lee
