Whitewall is the only independent art and luxury lifestyle magazine. Published quarterly, Whitewall set new standards for high-end luxury publications 
since its launch in March 2006. Having quickly gained international acclaim, 
the magazine aims to go beyond the stark white walls of an art gallery 
to reveal the personalities that shape the worlds of art, fashion and design.

Artistic direction

In 2011, Whitewall appointed Perfect Crossovers as their strategic partner in China, and tasked us to deliver Whitewall's unprecedented intimate experience to the Chinese cultural reader, as well as to provide the most part of the editorial content of the Chinese issues.
Morgan Morris acts as co-editor of the Chinese edition of Whitewall.


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Global Solutions

Perfect Crossovers prepared entry strategy for Whitewall magazine, beginning with the bi-lingual prototype launch of "China Issue" during Art Hong Kong 2012 as well as full Chinese edition launch including independent entry licensing, distribution and printing strategy. Perfect Crossovers also oversaw the exclusive VIP launch event for the movers and shakers in art & culture industries in China during the Beijing Design Week.

Digital application

Perfect Crossovers also consulted Whitewall on the development of the digital platform in China including social media strategy, mobile application development, social media strategy as well as licensing.


Concept and production videos for Whitewall NYC and China

The architect Ma Yansong from MAD Architects, the artist Yu Hong, and “Auction House Insight” with Jean Marc Decrop onPoly Auction and China Guardian Auction Houses.



Whitewall Event

Perfect Crossovers managed the launch events including Art Hong Kong 2012, Opera Bombana VIP launch dinner Sept 2013, as well as Beijing Design Week launch party and UCCA opening media partnership event.  PC provided support for invitaion printing and translations, all PR and networking as well as onsite organization of photographers and other details..

Whitewall Magazine