Vitra x Virgil Abloh

For Art Basel 2019, Camron oversaw the launch of a unique and unexpected collaboration between Vitra and Virgil Abloh. Managing the communications campaign globally, our brief was to widen the perception of Vitra and the collection on a worldwide scale, maximise media impact and support the delivery of a launch event at the Vitra campus.

For the launch, we organised a press trip for international media, alongside a press conference for domestic journalists and those from neighbouring countries. Working with the team at Art Basel, we also invited media accredited to attend Basel for the fair. Furthering the awareness possibilities, we worked with Vitra to deliver a Virgil DJ set in the evening, attended by over 3000 guests, including KOLs and top-tier media, driving social and post-event coverage.

The collection sold out in a matter of hours and garnered 174 media placements in 27 countries. 72% of total press coverage was in N. America, W. Europe, and E. Asia – the brand’s target regions.