Social Paper

Magazine About People, Human Connections Behind China’s Major Industry

Issue 3 – Fall 2019
Sp3 0 Cover
Issue 2 – Spring 2019
Sp1 Cover

Published by Xintiandi’s Social Lab, Social Paper is a biannual magazine featuring stories about the people and relationships behind the ecosystems shaping China’s most progressive cultural industries, from fashion to food and sustainability. MMBP oversees editorial concept and direction, including the magazines’ copy, editing, design, art direction and creative production.

MMBP
Publishing

Editorial Consultant
Alex Moshakis

Creative Direction
Hank Park

Editorial Design
Selina Pavel, James Oh, Minji Kim

Photographers
Tex Bishop, Algirdas Bakas, YanYuan Yang, Shawn Chen, Robert Nilsson, Currisa Cheng, Chen Yung Hua, Noah Sheldon, Laurent Segretier, Martin Bruno, Yancee Lee, Xiaowei Zhang

Editors
Liv Siddall, Mushi Qian, Alvin Li

Art Direction
Melissa Matos

Creative Production
Julien Beaupre Ste-Marie
, Lisa @ CHILLGallery, YYO, Jean Liu

Casting
Ning Lu

IVSI Eyewear

Unisex Sunglasses on a mission to Celebrate Seoul’s Creative Collaborators.

Ivsi Casestudies 2
Ivsi Casestudies B 1

Forthcoming contemporary eyewear brand IVSI is set to debut in select locations worldwide. Engaged by Seoul-based 8D Creative group, MMBP assembled a multi-faceted team to conceptualise the brand from initial ideation through to final execution and market launch. The partnership delivered brand narrative and positioning, tone of voice, naming, brand identity design, product design consultancy, bespoke packaging, launch marketing strategy and campaign direction.

MMBP
Brand Strategy, Naming, Visual Identity, Product, Packaging, Marketing Strategy

Creative Direction
Melissa Matos


Design

James Oh

Consulting
Mediatheque

Brand Strategy and Naming
Sarah Steinberg
, Melissa Matos

Beyond Fashion

Inclusive Cultural Programming in Hong Kong Brings Fashion Image-Makers to New Audience

Bf Casestudies 1
Bf Casestudies B 1

This cultural programming, on view for a two-month period, examined how digital media entrenched fashion imagery as the prevailing visual language of our time. Featuring a fashion photo and film exhibition at ArtisTree, public talks at Taikoo Place and Upper House, the programme also included a series of private tours and exclusive dining experiences.

As Head of Exhibition, MMBP identified and appointed partners for build, programming, and logistics, brokering partnerships with Vogue Hong Kong, Net-A-Porter and SHOWstudio. MMBP led project management, directed the creative development of the exhibition design and architecture, and designed marketing collaterals and the exhibition’s visual identity.

MMBP
Head of Exhibition

Presenters
FEP, Swire Properties’ ArtisTree

Exhibition Design and Architecture

EBBA Architects

Program Partners
SHOWstudio:
Nick Knight (Director),
Carrie Scott (Curator),
Raquel Couceiro (Head of Fashion Film)
London College of Fashion:
Paul Bevan

Chef
Mike Bagale

Conservation
Zand Fine Art Consultancy

Production
Hattrick Creative

Curator
Nathalie Herschdorfer


Cultural Partner
Vogue Hong Kong


Project Directors
Julien Beaupré Ste-Marie
, Lisa Botos

Creative Direction and Graphic Design

Melissa Matos
, Hank Park, Benjamin Allan, James Oh

Editorial
Still Projects
, Sam Webb

Logistics
G4S


PR
Karla Otto

NCT127

An Entertainment Brand fit for the Korean Cultural Wave

Nct Casestudies Regulate 1
Nct Casestudies Regular 1
Nct Casestudies Poster 0
Nct Web Casestudies Branding 1

K-pop music act and entertainment brand NCT127 boasts an ever-increasing international fan base. MMBP was engaged by South Korea’s largest entertainment company, SM Entertainment, to support the brand’s expansion into new markets across Asia, Europe and the USA. The team created a versatile brand system and custom typeface to empower the in-flux nature of the NCT127 structure and facilitate versioning of assets across borders, all while retaining its distinct visual identity. MMBP also guided the creative direction for two albums (Regular Irregular; Simon Says) including the respective marketing assets.

MMBP
Creative Direction, Design Direction, Visual Identity

Custom Typeface

Carles Rodrigo


Photographers

Mark Peckmezian
, Laurent Segretier

Creative Direction
Hank Park


Designer
Jessica Nesbeth

SSENSE

Social Media Campaign Celebrates Opening of David Chipperfield-designed Flagship

Short videos commissioned in advance of e-commerce leader SSENSE's first flagship store. Conveying the consumer/audience experience of the space and its diverse multichannel offering, the campaign employs the visual tropes ubiquitous in social media’s culture of instant sharing; a self-aware campaign for a self-aware age.

MMBP
Filmmaking

Directors
Melissa Matos and Emmanuel Mauries-Rinfret

Producer
Jezebel Leblanc-Thouin

Styling
Matt Holmes

Monday Edition

Jewellery Brand Replaces Traditional Ad Campaign With Cultural Activation And Exhibition Series

Monday Michelle Casestudies 1

MMBP established this continuing series of cultural commissions for contemporary jewellery brand Monday Edition. The programme aims to replace a traditional advertising campaign with a more meaningful expression of brand, one that communicates the brand’s immersion in, and support of, the arts. The first iteration engaged artist Michelle Groskopf. As an extension of her practice, which takes place mainly in the street and reveals the beauty in the quotidian, Groskopf photographed Los Angelenos with works by Monday Edition. The commission culminated in a public exhibition.

MMBP
Creative Direction, Exhibition, Cultural Production

Creative Direction
Hank Park

Creative Production
Julien Beaupré Ste-Marie, Sasha Tivetsky

Artist
Michelle Groskopf

Exhibition Production
Uniquepiece