IWC x PREFACE
‘The Colors of TOP GUN’  

The Challenge

IWC Schaffhausen joined forces with tech-education company Preface Coffee and Wine, to bring “The Colors of TOP GUN” Pilot Watch Collection in two innovative lifestyle spaces. IWC wanted to create lifestyle pop-up where visitors could immerse themselves to discover the new TOP GUN collection and try out new digital experiences using Web3 technologies, such as IWC’s 3D environment in the metaverse, and ultimately attract younger audiences with IWC innovations.

The Approach

LORE transformed Preface’s destinations, one in Causeway Bay and one in Central in Hong Kong into IWC’s “The Colors of TOP GUN” experience zones. Each of the four floors was innovatively anchored around the creative concept of colour-coded worlds, where visitors could discover four monochromatic environments and menus inspired by the colours specified by IWC and Pantone—Mojave Desert, Woodland, Lake Tahoe and Ceratanium.

Both locations featured AR technology that allowed visitors to virtually try on the new TOP GUN chronographs. Visitors could also embark on a digital guided tour by wearing a VR headset to explore IWC’s virtual worlds in the metaverse created by renowned architect Hani Rashid. Visitors were also invited to collect an exclusive NFT dedicated to the Hong Kong community.

LORE made this one of the most sustainable events to date, using non-PVC banners and materials, including for the huge shop front windows.

The client praised LORE's excellent concept development, the design which was almost identical to the pitch response and the striking transformation of the spaces.

LORE's collaborative approach with the client's partners, remaining flexible until the last minute to make the event a success, was highly appreciated.

The results were extremely impressive, with social media, KOL and media coverage creating a buzz for the younger generation and great footfall. This was evidenced by the high number of NFT claims, store visits to try on and buy. The event was highly regarded by IWC's internal teams around the world.