Event Background
American Brewster, a globally renowned wallpaper and soft furnishing brand, annually launches new products and honors partners at its core dealer conference. In 2019, Brewster held its core dealer conference dinner in China. Towin PR, as the event planning company, was responsible for the creative design and execution of the entire dinner, aiming to present the design philosophy and brand culture of the new products through an immersive experience.
Key Information
The dinner adopted the Gatsby art style of the early 20th century, with black and gold as the main tones, recreating a vintage luxury atmosphere. The new product launch was divided into three themes:
PART1. Light Luxury Style: Brewster's new product "Casablanca II" uses premium colors such as platinum, bright silver, light pink, and gray, combined with natural materials like cork and mica, to create a luxurious and fashionable home environment. The imported British curtain fabric "Charleston" simplifies Gatsby art, interpreting the art palace with a more light luxury attitude.
PART2. Geometric Elements: Classic black, white, and gold high-end colors are combined to interpret mechanical geometry and pure lines, showcasing the luxurious and noble Gatsby style. V-shaped line arrangements through the weaving of linen brown and white create a modern and simple Casablanca; Star Moments uses countless small rectangles and changes in light and dark colors to form a classic and fashionable diamond pattern.
PART3. New Chinese Style: Brewster's artistic wall panels present a new expression of wall art, perfectly combining wall panels with art, making wall decoration stand out in the living space.
During the dinner, the annual dealer awards were also held: Brewster China CEO Mr. Li and US Marketing Director Gary Katz presented the Outstanding Contribution Award; Marketing Director and Executive Vice President Mr. Zhuang and Brand Director Mr. Yang presented the Excellent Dealer Award; Mr. Zhuang also presented the Summer Promotion Award. Additionally, Brewster held a birthday party for dealers whose birthdays fell on that day.
Related Services
Towin PR provided full-process services from creative planning to on-site execution for this event, including: event theme design (Gatsby vintage luxury style), stage and lighting setup, new product display area construction, award ceremony design, birthday party planning, and video shooting and post-production. As a leading event planning company in China, Towin has extensive experience in brand launches, corporate annual meetings, commercial event execution, and public relations events, excelling at transforming brand concepts into immersive experiences.
Industry Insights
In the home soft furnishing industry, new product launch events are transitioning from pure product displays to brand culture experiences. Through themed and scenario-based event design, brands can more intuitively convey design philosophy and quality pursuit. For example, Brewster integrated new products into a Gatsby-style dinner, allowing dealers to experience the light luxury, geometric, and new Chinese charm of the products in a vintage luxury atmosphere, effectively strengthening brand recognition. Event planning companies play a key role in such events, requiring a deep understanding of brand identity and creative execution to achieve emotional connection between the brand and the audience.
Content Summary
American Brewster's 2019 core dealer conference dinner was planned and executed by Towin PR, with a Gatsby vintage luxury style as the design theme. New products were launched under three themes: light luxury style, geometric elements, and new Chinese style, accompanied by awards and a birthday party. The event successfully showcased Brewster's brand philosophy of "Creativity and Inspiration Illuminate Spaces" and strengthened dealers' identification with the brand culture.