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The Assembly 1st Anniversary Party

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In conjunction with The Assembly’s 1st Anniversary celebrations, The Good Folks was appointed as the PR agency for the Benjamin Barker Group.
As part of its work for the Group, The Good Folks secured extensive coverage surpassing $1 million in PR value over 5 months.

Founded by Melbourne-based designer Nelson Yap in 2009, The Benjamin Barker Group is a premium fashion, lifestyle and F&B company consisting of Benjamin Barker, The Assembly Store and The Assembly Ground.

Benjamin Barker is the premium menswear label under the Group, with one store-in-store concept and seven stores spanning across Singapore, including a flagship at Orchard Cineleisure. Created with the vision of bringing well-crafted and heritage-inspired menswear to a new breed of discerning individuals, the label takes pride in designing and purveying an eclectic range of contemporary menswear that epitomises sartorial elegance with a touch of style and personality.

The Assembly Store and The Assembly Ground at The Cathay in Singapore is a curated lifestyle concept comprising a store and café. An expansive 6,000sqft ode to the best of fashion and lifestyle essentials and Melbourne-inspired café culture, The Assembly Store and The Assembly Ground was designed as a space for like-minded creatives and individuals to exchange cultures, ideas and experiences.

In conjunction with Benjamin Barker’s regional expansion plans and The Assembly’s 1st Anniversary celebrations, The Good Folks was appointed as the PR agency to create a new level of awareness for the Benjamin Barker Group as a whole.

Working closely with the team at the Benjamin Barker Group, The Good Folks organised The Assembly’s 1st Anniversary Party and invited key media and influencers including stylist Keith Png, The Pride, Benjamin Kheng & Jonathan Chua (from The Sam Willows) and many more. Influencers were also fully dressed in Benjamin Barker.

Through strategic pitching efforts, The Good Folks also secured extensive coverage for founder, Nelson Yap. To date, Nelson has been profiled and featured in print media including The Straits Times, The Business Times, The Edge Singapore, Lianhe Zaobao, M Lifestyle and August Man, as well as broadcast media including Channel NewsAsia, 938Live and Fashion One TV. PR value for the project crossed the $1-million dollar mark over a short span of five months.