Freed Hotel & Residences Launch with Artist Takashi Murakami:


Develop strategic PR plan, build BUZZ and excitement around the launch of Freed Hotel & Residences, bringing both the first-ever Canadian location of Katsuya by sbe Group and artwork by renowned Japanese artist Takashi Murakami to Toronto. 

What We Did

  • We developed and executed a media relations and event strategy to announce the first ever Freed Hotel and Residences, first Canadian location of Katsuya by sbe Group, and leveraged Japanese artist Takashi Murakami for media opportunities, alongside Freed’s Founder Peter Freed.  This strategy was tailored to make waves across Toronto and beyond, igniting demand and excitement amongst agents, brokers, and end-users alike.
    • We worked with artist Takashi Murakami on cover feature interview opportunities along with  Chef Katsuya of sbe Group. 
  • Developed and executed a robust event strategy including recommending we fly in Chef Katsuya for a curated 70 person dinner with influential guests, talent, and potential purchasers — opening the dinner up later to a larger 300+ person event with key brokers, agents, media, and people of influence to celebrate the official launch. 
  • Event support included: logistics management, artist management, strategic invites, budgeting, speaking remarks, decor, menu and creative, and more.


Media Relations:

  • NKPR secured 28 pieces of coverage across key media outlets including Toronto Star, Toronto Life, BlogTO, Curiocity, Toronto Storeys, Toronto Sun, Streets of Toronto, Urban Toronto, and more generating over 27,235,510 impressions
  • NKPR secured and provided strategic counsel to determine the optimal media opportunity for the contracted exclusive interview with Takashi Murakami. With our industry expertise, NKPR secured a digital cover story, photo shoot, feature interview for both Takashi Murakami and Peter Freed, along with digital content (social, podcast)  with Glory Professional, a leading media outlet, guaranteeing a reach of 4,300,000 impressions including distribution in The Globe and Mail, alongside major hotels. 
  • In addition, NKPR secured and coordinated the cover shoot for Living Luxe with Chef Katsuya and Peter Freed, resulting in over 500,000 impressions, along with distribution to major hotels.

Event Planning:

  • NKPR invited 70 notable VIPs to attend the exclusive dinner for Freed’s launch curated by Chef Katsuya. Key attendees include Kelly Olynyk, Thomas Kaberle, Dan Kanter, Bernadette Morra, Max and Heather Gotlieb, Joe and Kim Mimran, Suzanne Boyd, and more. A total of 300+ guests were in attendance for the evening event.
  • Event social coverage generated over 20,174,922 impressions with attendees sharing footage of the launch event, highlight Takashi Murakami, the VIP dinner by Chef Katsuya, and the Freed Hotel and Residences building model