New York CITY
United States
2020
TAG Heuer Reveal
Drawing on the brand’s innovative history, the Projects unveiled a new Connected watch in an immersive launch experience, with sculptural and sensory elements that highlighted the watch as a bridge between city and nature.
The product launch experience began with a light tunnel with graduated sections highlighting the TAG Heuer badge as an integral geometric piece to the exhibition. Within the main hall, an expanse of interactive installations underscored the lifestyle and technological strains of the new watch through interactive installations. Undulating hills were projection mapped with biometric and sports mapping data. Reflective black towers featured technological tutorials, complete with a personalization bar for demonstration of watch band modules.
The center of the exhibition showcased a carousel with historical watches from TAG Heuer heritage in a dazzling parametric shroud. The space served as both a press reveal during the day, and a lively party at night featuring a product keynote presented by LVMH executives.
