We designed and produced for TAG Heuer a 1000sqm Pavilion for the 2023 Watches & Wonders Fair. TAG Heuer Pavilion included a watch exhibition, an hospitality area, PR rooms and 33 meeting rooms.

Purpose of this Pavilion was to generate at the same time, brand awareness (be memorable & impactful) and presale (sell watches to worldwide wholesalers). To achieve them, our ambition was to start the experience outside the Pavilion. We designed a 100% craft and technology facade with a customized kinetic programming.

A tailor-made moving engineered structure made of steel and motors. A piece of kinetic art, composed of light and 300 brushed metal TAG Heuer shields in motion. Shields moved column by column in different ways and at different speeds with endless lighting effects. Once in motion, the TAG Heuer façade came to life and managed to strike visitors’ attention.

This kinetic piece of art offered endless possibilities in terms of motion and lightings (multiple lighting effects, waves in motion, heartbeats, flashlights). An impressive kinetic facade that reflected TAG Heuer DNA: savoir-faire & avant-garde, innovation & taste for performance.