LOOKING BACK ON A YEAR OF CULTURAL HIGHTLIGHTS AND MEANINGFUL PARTNERSHIPS
From contemporary dance to traditional Chinese ink painting, from high-level institutional dialogues to meaningful cultural exchanges, 2024 has been a year ofunforgettable projects. At MB Projects, we had the privilege of working with long-term and new clients: huge thanks to Arte Charpentier Architectes, Cartier, Centre Pompidou, Musée Cernuschi, Château de Versailles, France China Foundation, Embassy of France in China, Fondation Cartier pour l’art contemporain, Kering, Paris Musées, and Tix-Media for their trust.
2024 marked the 60th anniversary of diplomatic relations between France and China. To celebrate this milestone, we worked with the French Embassy in China on the Shanghai Art Week, France is In! communication campaign, a spotlight on all things visual arts happening during Shanghai Art Week.
In the performing arts, we are very proud to have continued working with Kering to bring to life the third edition of Women in Motion at West Bund, a festival celebrating the best of contemporary dance. More than 1,200 people came to the West Bund Museum to enjoy the performances, workshops, and parties.
This year was also packed with memorable moments for the France China Foundation with the return of its Young Leaders Program to Beijing and Tianjin, the annual Gala Dinner in Paris, a special reception at the French Consul’s Residence in Shanghai, and the 6th edition of the Track 2 dialogue in Beijing.
On the exhibitions side we had the chance to accompany our clients in some of the highlight shows happening in China this year:
“Le voyage de l’encre” – A stunning exhibition of modern and contemporary Chinese paintings from the Musée Cernuschi, that we introduced to the Bund One Museum and supported all along the way.
“Cartier, the Power of Magic” – An exceptional collection of jewelry and works of art at the Shanghai Museum where we are in charge of cultural mediation. Don’t miss it if you’re in town—it’s on until mid-February!
“La Cité interdite et le château de Versailles” – A deep dive into the rich history of China and France’s cultural exchanges in the 17th and 18th centuries. We supported this with a digital campaign for Château de Versailles.
Fabrice Hyber’s Murals – We supported the launch of the stunning mural installations at the Shanghai Lujiazui subway station with digital communication. And guess what? Fabrice is returning in 2025 with something even bigger!
On the digital side, we continued helping Arte Charpentier, Paris Musées, Centre Pompidou, Fondation Cartier and Château de Versailles connect with audiences in China, opening new channels on RED and managing their social media accounts across platforms.
A massive THANK YOU to all our clients and collaborators—you’ve made this year truly unforgettable. We can’t wait to continue these exciting projects with you in 2025! Wishing everyone a prosperous and creative new year ahead.
