Case 03 — Touch Gallery
← WorkCreating community through culture and wellness.
Touch Gallery was a contemporary art gallery in Hong Kong where I worked across brand, marketing, sales, digital platforms and community engagement. Beyond traditional gallery marketing, I helped shape the gallery into a lifestyle and cultural destination through wellness events, creative workshops and relationship-led experiences.
§ Context
Touch Gallery was a contemporary art gallery in Hong Kong where I worked across brand, marketing, sales, digital platforms and community engagement.
Beyond traditional gallery marketing, I helped shape the gallery into a lifestyle and cultural destination through wellness events, creative workshops and relationship-led experiences.
§ Challenge
How do you build a base of new collectors from the ground up — without relying on traditional gallery selling?
The opportunity was to translate lifestyle interest into collector behaviour — connecting art with hospitality, education and repeated cultural experiences, so audiences moved from curiosity, into conversation, into acquisition.
§ My Role
- Brand strategy
- Cultural programming
- Wellness event planning
- Community building
- Collector engagement
- Lifestyle partnerships
- Marketing and sales
- Website development
- Email marketing
- Content creation
- Audience development
§ Key Initiatives
01
Lifestyle & Wellness Programming
Curated and organised lifestyle and wellness experiences that connected art with everyday culture — ceramics workshops, kintsugi, tea tasting, wine tasting, collector gatherings, artist conversations and lifestyle-led cultural events.
02
Community Building
Events designed to bring people into the gallery in a more intimate and accessible way. Rather than focusing only on exhibitions or sales, the programme encouraged repeat visits, conversation and emotional connection.
03
Hospitality Thinking
Applied hospitality and membership-style thinking to gallery programming — creating rituals and experiences that extended beyond traditional art viewing. The goal was not attendance, but belonging.
04
Digital Foundation
Built the website and email marketing channels from scratch, creating the foundation for audience growth, communication and ongoing customer engagement.
05
Relationship-Led Sales
Worked across marketing, client development and sales — connecting storytelling, events and collector relationships to support commercial growth.
§ Programme — Cultural & Wellness Events
01
Ceramics
Slow-making workshops as cultural touchpoints.
02
Kintsugi
The art of mending — held as a shared ritual.
03
Tea
Tea ceremonies pairing artists and collectors.
04
Wine
Tasting evenings hosted around exhibitions.
05
Collector Gatherings
Intimate dinners and previews for established and emerging collectors.
06
Artist Conversations
Studio-style talks open to the wider community.
07
Wellness
Movement, breath and quiet hours inside the gallery.
08
Lifestyle Workshops
Slow-living formats that drew new audiences.
§ Community Journey — Hospitality, not funnel
- 01
Discovery
- 02
Event participation
- 03
Conversation
- 04
Relationship building
- 05
Repeat engagement
- 06
Collecting
§ Results
Annual turnover growth
- Contributed to 300% annual turnover growth through brand-building, event programming, audience development, marketing and relationship-led sales.
- Built the gallery's website and email marketing channels from scratch.
- Expanded the gallery's audience through lifestyle and wellness programming.
- Strengthened collector relationships by creating experiences beyond traditional exhibitions.
§ What this demonstrates
The ability to develop collectors from the ground up — using hospitality, education and lifestyle programming as commercial infrastructure, and translating relationships into measurable revenue growth.