The LAPADA Berkeley Square Fair is the UK’s premier destination for fine art, antiques, and design. Held in November every year in the heart of Mayfair, it attracts thousands of high-net-worth collectors and connoisseurs from around the world.
LAPADA appointed Kallaway to raise the Fair’s profile within a competitive luxury landscape. The brief: grow footfall, attract first-time visitors, and reinforce the Fair’s prestige.
We positioned the Fair as the home of Timeless Elegance - a quintessentially British luxury experience for collectors and style-conscious newcomers alike.
Our media campaign secured high-impact features across top-tier luxury, lifestyle, and arts titles, showcasing the Fair’s unique offer and spotlighting exhibitor highlights and exclusive previews.
We leveraged our network across the art and design world to support the selection committee and elevated brand partnerships – including Fromental wallpaper – through curated press moments, such as an intimate breakfast for jewellery editors from The Financial Times, The New York Times and The National.
To broaden reach, we delivered an organic influencer campaign that brought the Fair to life for new audiences, dramatically increasing reach and engagement and directly contributing to an increase in first time visitors to the Fair.
We also supported the inaugural LAPADA Fringe - a collaborative initiative with leading Mayfair luxury brands including The Connaught Hotel and Cartier. Activity culminated in a packed press preview attended by top-tier media including Vogue, The Financial Times, Country Life and House & Garden.
Our work amplified LAPADA’s prestige, attracting a wave of affluent new buyers and cementing the Fair’s place at the top of the luxury calendar.
| 70+ | Stories including Condé Nast Traveller, Country & Townhouse, Homes & Antiques, and Harper’s Bazaar |
| 50 | Top-tier journalists attended the press preview, delivering early buzz and standout editorial |
| 600,000 | People reached with an 9.3% engagement rate |
| 30% | Increase in visitors |
| 35% | Increase in preview evening attendance |
| 31% | Increase in first-time visitors |
“Kallaway delivered an outstanding campaign which raised our profile to the right audiences, increased our visitor numbers and found us a new, emerging audience. The team was a real partner: proactive, supportive and creative.”
Freya Simms
CEO, LAPADA
