Framing a Landmark Project for Domestic and International Audiences

Challenge

With the opening of the Beijing Library in December 2023, the world’s largest reading space and a landmark in Beijing’s newly established sub-center, an Oslo-headquartered firm with international renown faced the dual task of promoting the project as a symbol of global design excellence and regional specificity.

Strategy

Future–Future led a press strategy that positioned the building as a new vision for the relevance of libraries in the digital age—a message that would resonate with both domestic and international audiences. 

Our full PR plan—including regional media outreach, crisis planning, and release coordination—successfully shaped the project narrative to remain true to the firm’s global voice while aligning with the expectations of multiple government stakeholders.  

Execution

We managed the rollout across international and domestic media, coordinating embargoed exclusives and official announcements. 

To build domestic visibility, Future–Future created a WeChat-focused social media campaign to boost engagement and support coverage across both official and independent media channels.

Results

The campaign resulted in over 200 articles and features. Our messaging framework guided all communications, from press kits to interviews, enabling consistent positioning throughout.

The Beijing Library was named “Public Library of the Year” by the International Federation of Library Associations and Institutions (IFLA) in 2024. Future–Future helped ensure the successful launch of one of the firm’s most high-profile projects in Asia and reinforced their position as a regional voice in cultural architecture.

How Future-Future Can Help

Future–Future advises on how firms communicate their identity, position themselves to identify new project opportunities, cultivate new markets, and win new work. Our communications and PR efforts work in tandem with the firm’s commercial objectives, delivered as part of an integrated service offering. We have collaborate with architects to develop proposals for a range of project opportunities, including governmental, institutional, commercial, and private projects worldwide, ensuring that proposals are as convincing as possible.