Swire Properties partnered with the Victoria and Albert Museum, London to bring the critically-acclaimed exhibition ‘Shoes: Pleasure and Pain’ to 5 of its retail malls in Greater China, aiming to bring a cultural, relevant and enjoyable experience to its shoppers. On top of a world-class exhibition experience outside of museum walls, tailored and creative activities were designed to enrich visitor experience in each city. Celebrity Karen Mok was featured as local collector, adding relevance and context to local audiences. 14 pairs of shoes from her personal collection, representing important milestones in her life and career, were exhibited. She was thoroughly engaged throughout the tour, at opening ceremonies, on social media, in promotional videos and in-depth interviews. The exhibition drove high visitation, scoring top daily average in the world tour. Over 3,000 media clippings at PR value of HKD 65 million were generated, reaching over 766 million target audience. Tenant sales recorded marked increment during the campaign. Feedback from media, visitors, brands and partners were overwhelmingly positive. 100% of visitors were satisfied with the event while 97% of visitors would recommend the exhibition to a friend.