With art and culture increasingly being associated with the growing superyacht lifestyle market developing in Asia, an event bringing all these elements together held earlier this month in Beijing proved a successful occasion and attracted a large audience including many VVIPs.
Known as The Asia Maritime Art and Culture Exhibition (AMACEing) this unique gathering was conceived and organised by the Beijing-headquartered Martelllo Yachting, a leading Asian yacht services specialist. The 2018 event, the second edition of AMACEing after the first in 2015, was held at the Beijing Riverside Art Museum, a new venue.
The success of AMACEing appears to lie in its innovative mix of combining yachts and maritime heritage, marine art, culture and lifestyle which seems to appeal to the growing number of wealthy Chinese people and other international visitors to the show.
“We are extremely pleased with the success of the 2nd edition of AMACEing, which was attended by a large number of VVIPs,” said Rene Ho, Managing Director of Martello Yachting. “We are feeling very positive about future AMACEing events and developing the scope which it offers.”
“I sense,” he added, “that the timing of AMACEing and the way in which it promotes the growing interest in the yachting lifestyle in China and elsewhere in Asia linked to the other content, is of interest to more and more wealthy people. As a business in the yachting sector, the show generated a good volume of follow up for Martello Yachting.”
The items showcased, all centered around a maritime theme, included:
- Paintings
- Sculptures
- Historical Objects
- Photography
- Video material
One section of the show was dedicated to Maritime History, in which antique world maps and nautical charts, as well as historical paintings and engravings depicting the Golden Age of European seafaring and the cultural interaction between China and the West.
One of the many highlights of the exhibition was the Feadship Masterpieces Photo Gallery. Placed at a central position of the venue, the Gallery displays a historical section showcasing the foundation of Feadship and its success story on the American market since the 1950s, as well as 11 photographs detailing Feadship master pieces. Like art, Feadships transcend borders and are enjoyed by people across the world.
Italian family-owned yacht brand Mangusta, displayed their three main superyacht lines: Maxi Open, Oceano and GranSport, in the form of photography and yacht models as jewels at the exhibition, together with a 3D projection of the various Mangusta yachts. A brand presentation mixing yachting lifestyle and Italian culture was given during a cocktail reception to a select few clients. Emphasis was placed on the level of luxury and quality of engineering of the Mangusta brand, as well as Italian lifestyle and artisanship greatly appreciated by many Chinese clients.
The prestigious Royal Huisman shipyard presented the new PURA concept, a 38-42 metre luxury performance yacht developed by America’s Cup designer Mani Frers together with Royal Huisman. The yard also showcased its long tradition, heritage and history.
In addition to historical photography, Royal Huisman sailing yacht components were displayed as pieces of art, and these marvelled many Chinese visitors with their quality in terms of craftsmanship and finishing. Also, a presentation on the prestigious Dutch brand combined with a cocktail reception was given to a small number of clients.
Esteemed yacht design studio Vripack, presented their design concepts and philosophy, from the founding of the studio by Dick Boon to a selection from more than 7,400 successful projects. Special attention was given to presenting Vripack’s latest concept, the interior design for 37.7 metre explorer yacht M5, which aims to offer the comforts of home while cruising around the world. The sophisticated use of natural light and fabrics creates a luxurious, comfortable environment that is particularly attractive to the Asian clientele.
AMACEing 2018 commenced with a gala dinner at the Beijing JW Marriott Hotel with dance and musical performances, followed by a mini art auction. The Gala Dinner, called “An AMACEing Night”, was attended by a large number of VVIP guests.
For the 2018 Edition of AMACEing, organizer Martello Yachting engaged in a project for ocean protection and coastal clean-up in cooperation with China Blue Ribbon Ocean Conservation Society. Seven paintings by Chinese artists Li Da were auctioned to VVIPs attending the dinner. The funds raised will be used to finance ocean conservation and clean-up activities by the Blue Ribbon Ocean Conservation Society.
“AMACEing 2018 was a great success, I am very proud of the result and what the Martello team has achieved,” Rene Ho commented. “For a landlocked city like Beijing it was a challenge to create awareness of the maritime and yachting lifestyle and culture. It is considered by many to be a unique event that is certainly going to be continued and work on the next edition has already started.”
For further information contact:
Rene Ho, Managing Director, Martello Yachting
Tel: +86 10 57164801
Email: rene.ho@martelloyachting.com
