Tag Heuer - Watches & Wonders

As part of the 2023 Watches and Wonders trade show edition in Geneva, ADR commissioned us to produce an immersive and kinetic installation they designed to attract and invite people to enter TAG Heuer’s world of watchmaking.

This sculptural piece is made of 288 laser-cut metallic shields that oscillate along its responsive light to create a moving waveform motion.

On top of this central and immersive piece, we were also in charge of the content for the two corner screens that worked as a teaser for the celebration of the 60th birthday of the brand collaboration with Porsche AG and their iconic Carrera model.

To the right upon entrance, the visitors could also discover the first adaptation of a massive worldwide 3D billboard campaign showcasing the red carrera and the watch.