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Supported MOTT 32's Vancouver presence with launch creative and ongoing brand activation work for the globally renowned Chinese fine dining group.
mott32.comMOTT 32 is one of the most awarded Chinese fine dining brands in the world — born in Hong Kong in 2014 inside the Standard Chartered Bank Building and now operating across Las Vegas, Singapore, Bangkok, Dubai, Seoul, and Vancouver. Evolve supported the Vancouver opening, translating a global luxury standard into a market-specific launch that felt local, considered, and immediately credible.
Vancouver has one of the most sophisticated Chinese dining audiences on the continent — a market where any perceived shortcut is noticed. A global luxury brand parachuting in risks reading as imported and impersonal. MOTT 32 needed a launch that respected the city's culinary literacy, protected the brand's international design language (a Joyce Wang-designed interior vocabulary of dark timber, brass, and industrial detail), and produced a content engine that would keep the restaurant top-of-mind well past opening week.
We led a launch program built around three pillars: a press preview series for Vancouver food media and influential regulars, a content library of dish-led editorial photography shot in the room and in-service, and a tightly produced opening film capturing the design and culinary detail the brand is known for — the 42-day apple-wood roasted Peking duck, the smoked black cod, the tea-smoked wagyu. Every asset was built modularly so the restaurant's local team could keep producing in-voice long after our engagement ended.
MOTT 32 Vancouver opened to a fully booked first six weeks, achieved Michelin Guide selection in its first eligible cycle, and the content library produced for launch is still being deployed across the brand's social channels two years later. The Vancouver playbook has since been referenced in openings for two additional MOTT 32 markets.
Deliverables
- —Launch creative platform
- —Editorial dish photography library (240+ finals)
- —Opening film + cutdowns
- —Press preview program (VIP + media)
- —Social content templates for in-house team
- —Reservation-funnel copy + concierge kits
- —In-restaurant printed collateral
“The launch content is still doing the heavy lifting on our channels two years later. That's the measure of a good creative partner.”
The room
The Joyce Wang-designed interior vocabulary — dark timber, brass, industrial detail — reads as globally MOTT 32 but sits comfortably in Vancouver's downtown fabric.
From the kitchen
Dish-led editorial photography built the content backbone of the launch — dishes photographed in-service, in the room they were served in.
Experience with the Big Brands.
Brad Sherwin produced launch and activation work for MOTT 32 Vancouver.
Fine Dining Activation
When launching a national campaign MOTT 32 is one of the most awarded Chinese restaurant brands in the world. Our role was to translate its global standard into a launch that felt local, considered, and immediately credible.
