Roger Dubuis ‘Mad but Swiss’

The Challenge

Swiss watchmaker Roger Dubuis brought its passion for the wild and unconventional to Macau with a visually astonishing pop-up event showcasing its daring designs and partnership with Lamborghini. LORE worked with Roger Dubuis and TwoTwenty, a Paris based agency, to adapt the creative to the local market and manage the production and running of the 4-day onsite event.

The Approach

The giant-scaled event transformed the Macao Convention Center into a mind-boggling trompe l’oeil of a Pirelli racing track. In this dazzling setting, spellbound attendees found themselves plunged in a world of unleashed creativity. Guests were greeted at the venue by massive mirrors displaying the powerful Raging Mechanics of Lamborghini. To celebrate the world-first launch of the Excalibur Spider Ultimate Carbon watch, a startling 5 meters high burst of carbon was created to appear as if it was erupting out of the ground. The paradox continued in the ladies Excalibur Shooting Star trilogy showcase that brought to life the lightness of ultra-sophisticated technology using a rhythmically hypnotic fabric installation. Because mad experiences are key to Roger Dubuis, the event culminated in an unforgettable gala dinner featuring a soprano and beat boxer duet and magician. Every night, the very private clients relished the dream escape as they learned what it actually means to be Mad But Swiss.