 In July 2009, Steelcase signed an agreement to be the exclusive office furniture sponsor for a new Chinese TV Drama series "Fashion Kingdom". Inspired by the hit movie "The Devil Wears Prada," the series is based on the true story of Su Mang, the famous publisher and chief editor of Harper's Bazaar China. The Fashion Kingdom series will run to 40 episodes, with each episode following a story line of the dramas in the daily life of creating and running a leading fashion magazine. Most of the scenes are shot in the ‘magazine's office', a stylish and very contemporary workspace that provides an excellent showcase for Steelcase furniture. In this ‘real-life' working environment, a wide range of Steelcase products are seen in everyday use, facilitating the fast-paced work of the fashion industry.
 Shooting for the drama took place from June to September 2009, and the series is currently in editing and post-production in Beijing. It will be debut on air on a number of national TV channels in China in February 2010, during the peek viewing time of the Chinese New Year holiday. A press conference in July at the Regent Hotel in Beijing to introduce the series, its stars and sponsors to the press, generated significant coverage and anticipation for the program. In addition to Steelcase, leading fashion brands Louis Vuitton, Dior, and Versace have signed on as series sponsors.
|
