keepsake

Cultural Retail Platform · Creative Direction · Experiential

Built and launched a cross-cultural retail platform introducing South Asian designers to the Hong Kong market.

my role

Co-Founder & Creative Director

Owned from concept to launch:
• Defined the platform concept and positioning
• Curated and onboarded participating designers, partners & artists
• Directed spatial layout, retail flow, and catwalk staging
• Shaped the visual tone across communications (pre-post launch) and event materials
• Coordinated partners, vendors, and production
• Led catwalk staging and sequencing
• Managed communication and partnership materials

• $33 K+ revenue generated across a two‑day experiential retail activation
• 13  vendor partners and 500+ attendees
• Featured in Vogue  Hong  Kong  for its cultural retail and design approach
• Collaborated with design‑driven labels including Bodements,  Turn Black, and  Sundae  Garments, recognised for contemporary craft and strong brand identity within India’s fashion landscape
• Tiered vendor model generating $24 K  in  fees  and  $8 K  in  commissions
• Campaign delivered 40 K+  reach,  78 K+  reel  views,  850+  site  clicks,  and  ~300  new  followers acquired during campaign cycle

the impact

Emerging South Asian designers lacked a clear entry point into Hong Kong’s design and retail landscape.

With multiple independent designers, sponsors, venue partners, and media stakeholders, the project required strategic clarity as much as aesthetic direction.

the problem

• Position emerging South Asian brands within a new market without reducing them to “ethnic” or novelty retail.
• Design a cohesive experience that balanced commerce, culture, storytelling, and community.

the challenge

Created a curated experiential platform that combined retail, storytelling, and live programming.

the solution

The event environment, designer placement, and communications were structured to present diverse brands within a cohesive and elevated setting.

A person at the beach during sunset with their foot in the sand, along with an overlaid webpage description for an event on Vogue's site promoting a two-day pop-up event with designer brands and activities at a Soho location. 
Selected brands featured at Keepsake Curates
A woman wearing an elegant strapless dress with a patterned fabric stands outdoors with a blurred background of trees and plants.
A man and woman dressed in traditional, colorful, embroidered clothing standing on a beach with palm trees in the background. The woman is leaning into the man, who is shirtless and wearing matching patterned wrap. The scene has a warm, earthy tone.
A woman standing in a stable next to a horse, with words 'Sculptural', 'Bold', 'Conscious', and 'FERRIER' overlaid on the image.
A person wearing futuristic, white, geometric, faceted footwear and black layered streetwear pants with a logo patch. The image includes text states, 'A new language of footwear, written layer by layer,' and a logo reads 'FUSED Footwear.'
Close-up of two women embracing, with pink paint on their faces and bodies, wearing colorful earrings and headpieces. The image has the text 'SURMEYI' at the top and 'Memory,' 'Identity,' 'Emotion,' and 'KEEPSAKE' at the bottom.
A woman adorned in gold jewelry and an ornate gold crown, with intricate makeup, looking confidently at the camera.
Two women dressed in black, sitting on grass in a natural outdoor setting, involving a tree and bare bushes in the background, with sunlight illuminating the scene. One woman is reaching out to the grass while the other looks down. Text on the image reads 'Discover their craft. Hear their voice.' and 'Keepsake' at the bottom.

Directed the spatial layout and staging of the event to ensure clarity, rhythm, and flow across the venue.

Spatial & experience

This included retail placement, catwalk sequencing, music programming,
and visual atmosphere.

People socializing and mingling at an indoor venue, with a large tree and mural art in the background.
A woman with long dark hair wearing a black dress walking on a concrete sidewalk near a textured white wall with a metal vent, with a person in a gray shirt and wide-brimmed hat partially visible in the foreground.
Street performance with musicians playing guitar and accordion on a small stage with an audience seated and standing around in an outdoor urban setting, surrounded by trees and building facades.
A woman smiling while walking outdoors with a group of people, wearing traditional clothing, against a weathered white wall and surrounded by trees.
People shopping inside a vintage clothing store with colorful garments on racks, a patterned carpet, and a natural light window.
People shopping for jewelry at a market stall, with various jewelry items displayed on the table.
Woman sitting at a table covered with various jewelry, talking to someone in a white top, in a room with large windows showing people outside.

Led the visual tone and narrative across social content, event assets, and partner-facing materials to ensure the platform communicated as a unified experience.

content & communication
Collage of nine photographs including fashion, cultural, and artistic themes with the word 'KEEPSAKE' appearing on most images.
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