— To break the rules you must first master them… an event that broke the rules with an unprecedented approach to the Audemars Piguet CODE 11.59 launch.
HQWS created a multi layered experience immerging guests in a World that was slightly different from the norm. An Audemars Piguet world.
The chosen location was the Annexe, Burj Khalifa, where we punctuated the industrial space with a series of instagrammable moments. The focal point of the experience was a 22 meter diameter double sided dining table installation with an entertainment corridor, through which we managed to deliver a unique series of choreographed vignettes, thus bringing a daring and sophisticated edge to the event.
To reveal the collection we designed display cases that allowed us to create a light illusion to show the watches as part of a wider choreography.