The event was launched in 2010 and runs annually, taking place next summer at South Grounds of the Royal Hospital Chelsea.
It combines high-end luxury, fine art and antiques in an effort to draw national and international collectors, while also raising money for British museums through a foundation.
Freya Simms, MD of Gong Muse, said: ‘Our main focus will be to make everyone realise that this event is accessible to all, while allowing the opportunity to buy museum-quality items. It’s making people realise it’s a fun event while keeping the idea of quality running right through it.’
Gongmuse will be targeting the luxury, art and financial press, as well as international publications like the New York Times.
As well as covering UK work, it will oversee a series of global promotional events taking place in cities including New York and Shanghai promoting Masterpiece London.
‘They will act as a way of bringing together high end collectors and decorators and showing them what the event is about,’ added Simms.
Gongmuse previously covered specialist art press around the event alongside Focus PR, who no longer work on the account.
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