Louise Howard
Events
The Client
Louise Howard is a London-based contemporary artist whose paintings blur the line between realism and abstraction. Having exhibited internationally in the US, UK and Australia, she has cultivated a reputation for creating work that is both whimsical and emotionally resonant. Louise’s art draws on her experiences of living abroad, with each collection telling stories that balance intimacy and imagination.
The Brief
After the success of her In Catfood and Wine exhibition, Louise returned to Goho to launch her newest collection, Leonard & Co.
The one-night-only exhibition, held at The Ministry on Thursday 18th September, was designed to be an immersive and exclusive event. Louise wanted the evening to feel like more than just a showing of her work, it needed to be a celebration of creativity, conversation, and connection.
Our task was to develop a PR and event strategy that not only told the story behind the collection but also attracted potential buyers, art critics, and art journalists. This was key to raising Louise’s profile, driving sales, and positioning her as one of London’s most exciting contemporary voices.
Our Approach
We knew that Leonard & Co had to be framed not only as an exhibition but as an experience.
Telling the Story
The campaign focused on Louise’s unique story as an artist and her talent for blending technical skill with playful, dreamlike abstraction. Together, we created a press release and editorial pitches that shared her creative journey and the inspiration behind Leonard & Co.
Building Anticipation
In the lead-up to the event, we secured coverage in key London lifestyle and culture outlets to position the exhibition as a must-attend moment on the city’s creative calendar. To build further buzz, we created a newsletter that shared Louise’s voice directly with her audience, offering behind-the-scenes glimpses into her process and sparking curiosity among her followers.
Curating the Night
For the event itself, we focused on creating the right guest list: collectors, journalists, interior designers and cultural tastemakers whose presence would not only bring prestige but also open doors for future opportunities. Every detail of the evening, from the setting at The Ministry to the atmosphere in the room, was designed to match the whimsical, yet deeply human, tone of Louise’s work.
The Results
The evening itself was a vibrant success. Guests mingled over drinks, surrounded by Louise’s new collection, and the room buzzed with conversations about the stories behind the work. Journalists and editors engaged directly with Louise, gaining first-hand insight into her practice, while collectors and art lovers explored the pieces in an intimate setting. To make the experience even more memorable, we also created a one-of-a-kind animation that showcased her works in a fun and engaging way.
By the end of the night, Louise had sold a painting and several limited-edition prints, a testament to both the strength of her work and the effectiveness of the campaign in reaching genuine buyers. The press coverage that followed echoed the spirit of the evening: whimsical, thoughtful, and celebratory, with features in outlets like London World, Fused Magazine, and London the Inside.
For Louise, Leonard & Co was more than an exhibition, it was a moment of connection. The show deepened her relationships within London’s art world, broadened her visibility, and allowed her to share her work in a space that reflected her creative identity.
Testimony from Louise Howard
“Working with Goho has proven to be the best decision. They have worked tirelessly to help put together an incredible solo exhibition of my work. I was kept in the loop through the entire process and was given updates on progress continually. Not only are Goho an incredible team of hard workers, but on a personable level, they are brilliant. The team is like a family and made me feel so welcome. I’m really looking forward to having a long and successful relationship with them as we continue to build my brand together.”
