PERIOD 2021-12 ~ 2022-05

Prain Global managed launch PR for Gucci Osteria Seoul, a contemporary Italian restaurant introduced by global luxury brand Gucci in collaboration with three-Michelin-starred chef Massimo Bottura. Following locations in Italy, the United States, and Japan, Gucci Osteria Seoul was the fourth restaurant in the series worldwide, attracting significant attention.

Our communications strategy went beyond generating publicity for the restaurant’s opening, focusing on highlighting its ultimate dining experience, service, and interior design. We pitched exclusive print interviews with chef Massimo Bottura to journalists specializing in cuisine and dining at top-tier Korean media outlets, including The Chosun Ilbo, Noblesse magazine, and the English-language newspaper The Korea JoongAng Daily. We also organized a “private luncheon” for influential food and dining journalists in Korea to highlight the restaurant’s distinctive culinary strengths.

During the two-week soft opening period leading up to the official launch, we held a “tasting event” for food and dining influencers, as well as a “private dining” event for magazine feature journalists and editors-in-chief, maximizing viral exposure.

As a result, we secured a total of 159 media placements around the opening of Gucci Osteria Seoul, including 15 print articles, three broadcast news stories, 131 online articles, and 10 magazine features. The coverage reached approximately 15 million people and generated an estimated media value of KRW 2.7 billion. Gucci Osteria Seoul became one of the best places to enjoy fine dining, with reservations filling up in approximately three minutes each time monthly advance bookings opened.