Product Launch: MOD Developments presents 55C – The Capsule Collection by MOD:
Opportunity
As construction neared completion at the 55 Charles St. East residences in Yorkville, NKPR was tasked with ideating, managing, and executing an event strategy with added PR value through media and influencer relations, to promote the final release of units from the luxury project. Dubbed the Capsule Collection by MOD, purchasers for the final suites at 55C were invited to take part in a custom art partnership with amco studio + gallery in Toronto’s junction neighbourhood.
What We Did
- Developed a curated event concept outdoors on the 9th floor outdoor entertaining area to showcase 55C’s model suites, finished lobby and amenity spaces, alongside showcasing the remaining units available with a Michelin star dinner under the stars.
- Our event strategy incorporated a partnership with notable luxury influencer Yuki Zhao, to reach MOD’s desired target market. As our event host, Yuki curated a guest list of ~15 potential purchasers for dinner and highlighted the 55C Capsule Collection Launch across her Instagram account
- To layer in a media segment, we pursued a custom partnership with Pure Luxury magazine, including a 12-page spread and interviews with key MOD Developments spokespeople for the September issue. Alongside media, Pure Luxury also invited 5 potential purchasers and magazine representatives to the dinner experience
- Both partnerships included curated social media content to generate further buzz and awareness during the event, bolstered by a striking photo moment and bold décor, a fine dining experience by Aburi Hana, and an interactive art installation by amco studio + gallery artist, Kristin Sjaarda
- NKPR led all aspects of event ideation, logistics, and coordination, including on-site activations, invite distribution, and notable guest attendance for the 55C private dinner. Event ideation included speaking remarks for key spokespeople, run of show, full décor and event experience, and more.
Results
- Secured attendance of 30 notable VIPs to attend the exclusive dinner curated by the head chef of Aburi Hana: Through strategic outreach and relationship-building, we successfully secured the attendance of 30 high-profile VIPs, including influencers, tastemakers, and industry leaders, for an exclusive, invitation-only dinner. The event was curated by the renowned head chef of Aburi Hana, offering guests a unique and memorable culinary experience, which added to the event’s prestige and appeal.
- Event social coverage generated over 8M impressions through 70+ earned content pieces: The exclusive dinner and event experience received significant social media attention, generating over 8 million impressions. With over 70 earned content pieces shared across various platforms, attendees highlighted key moments such as the dinner itself, model suite tours, and event highlights, amplifying MOD’s presence. This organic coverage reinforced the brand’s reputation and visibility across multiple social channels.
- Notables who posted include Yuki Zhao, Ivan Mao, Chef Ryusuke Nakagawa, Vincent Ko, Pure Luxury Magazine, and more: Influential figures from diverse industries shared content from the event, further solidifying MOD’s presence in high-net-worth circles. Prominent individuals such as Yuki Zhao, Ivan Mao, Chef Ryusuke Nakagawa, and Vincent Ko, as well as luxury publication Pure Luxury Magazine, all contributed to the event’s success through their organic posts, reaching an engaged, affluent audience.
- Our partnership and 12-page spread with Pure Luxury Magazine reached 150K readers: A strategic partnership with Pure Luxury Magazine resulted in a 12-page spread that reached an impressive 150,000 readers, combining print and digital impressions. The feature highlighted stunning photography of the 55C model suites, the exclusive dinner experience, and MOD’s custom art program, while also conveying key messaging around MOD Developments’ expertise as a forward-thinking developer, ahead of their 15-year anniversary celebration.
- The Pure Luxury September print issue reached 30,000 high-net-worth households: The September print issue of Pure Luxury Magazine was strategically placed in 30,000 high-net-worth households, ensuring that the brand was visible to a carefully selected audience of affluent individuals. The publication served as a valuable tool for positioning MOD as a luxury real estate developer with a sophisticated and refined vision.
- Our custom partnership with luxury Chinese consultant Yuki Zhao leveraged her engaged 275K following: Our tailored collaboration with Yuki Zhao, a luxury Chinese consultant with a highly engaged 275,000-strong following, further elevated MOD’s positioning. Through Yuki’s curated content, MOD was showcased alongside other best-in-class luxury brands such as Colombo, Chanel Beauty, and Range Rover. This partnership provided high-profile visibility and aligned the brand with global luxury standards, increasing credibility and desirability in both local and international markets.