Yuja x Hockney at Lightroom

Lightroom sought to build upon its immersive credentials, moving beyond exhibitions into live, cross-disciplinary programming. Borkowski was brought in to support a new dimension of cultural experiences, specifically Yuja Wang’s piano recitals inspired by and staged within the Hockney installation.

The debut Yuja x Hockney concert series featured seven one-hour recitals. Our brief was to secure high-profile national media and specialist classical music coverage, underscoring Lightroom’s potential as a flexible performance space.

We implemented a phased PR approach: announcing the series through classical and arts media, distributing striking visual assets, and securing previews and interviews. Coverage included The Guardian, which hailed the series as “a storming success”, Telegraph, I, The Critic, from whom Norman Lebrecht described the events as “the future of music”, and reviews in Bachtrack, supported by listings on lifestyle platforms and social content via influential channels and creators on Instagram and TikTok.

The campaign resulted in a complete sell-out of all seven recitals. Critical acclaim and media traction helped sustain interest in the Hockney exhibition and introduced Lightroom as a live, hybrid arts venue, helping the team secure multiple high-profile private bookings. This initial debut was evidently successful as we ultimately helped to return the show in another sold-out run in 2024, showing how media traction and audience demand helped grow the project into a repeat success.