Representing Hong Kong on Global Stage
Credit Oliver Law
Challenge
The Hong Kong Institute of Architects asked us to develop strategic messaging and media relations for Hong Kong’s international exhibition at the 2025 Venice Architecture Biennale: “Projecting Future Heritage: A Hong Kong Archive”. The goal was to present the city’s unsung public infrastructures as part of its future heritage in a way that would resonate with international audiences. In past editions, media attention was from domestic outlets.
Strategy
Future–Future developed a communications strategy to represent Hong Kong as a city far more forward-looking than the popular image suggests. We reframed Hong Kong through the lens of buildings designed by local architects in the early postwar decade, including composite buildings, estate centers, market complexes, and public housing, that successfully managed extreme density while taking measures to combat climate change and maintain a cultural life for citizens in shared public spaces—challenges the world is only now starting to grapple with but that the city has been overcoming for decades.
Execution
Our full PR plan, including developing a press release, securing media coverage from local and international outlets, media coaching, crisis planning, and coordinating high-level interviews and private tours, led to a successful launch at the Biennale opening and sustained media interest in the months that followed.
We had a five-person team on the ground in Venice, working around the clock to ensure the seamless organisation of a press tour for 50 international guests during the Biennale opening.
Results
The campaign generated more than 100 articles in international outlets across 12 languages. Our messaging framework guided all communications, from press kits and interviews to social media, ensuring consistent positioning throughout the exhibition.
The Hong Kong exhibition featured in the South China Morning Post, The Guardian’s Biennale review, Wallpaper*’s ultimate guide, The Plan’s list of “What to see in Venice during the 2025 Architecture Biennale”, and Dezeen’s round-up of “ten off-the-beaten-track Venice Architecture Biennale exhibitions you may have missed”.
