The GPT Group engaged Papermill to deliver a strategic, integrated campaign to promote the newly opened KOI Dessert Bar at Queen & Collins.

The exclusive collaboration between Queen & Collins, KOI Dessert Bar, and Hattie Molloy was ideated by the Papermill team and brought to life in the form of a large floral activation in the Queen & Collins lobby, along with a limited-edition Spring inspired dessert created by KOI. The dessert took inspiration from Hattie’s floral installation and was available only at the Queen & Collins location during the campaign period.

The collaboration was celebrated through a targeted PR, influencer, and event campaign to amplify reach, with the objective of driving foot traffic to KOI’s Queen & Collins location. The campaign included an intimate influencer event in KOI’s private dining space, where guests were treated to another uniquely styled floral display, as well as the collaboration dessert and a full high tea, generating significant reach and engagement for the collaboration.