Background & Objectives
TAG Heuer’s 60th Carrera Celebration
TAG Heuer sought to create an unforgettable celebration for the 60th anniversary of their Carrera watch, centred around the launch of their new commercial, The Chase for Carrera, starring Ryan Gosling.
The goal was to deliver an immersive experience that highlighted the Carrera collection and solidified TAG Heuer’s luxury brand image.
Immersive experience
Hollywood-style transformation
Screening
Cinematic presentation
Customisable layout
Flexible layout options and multiple stage configurations.
The Solution
The Hollywood transformation
To match the grandeur of the event, HERE at Outernet was transformed into a Hollywood-worthy venue. A cinema-inspired lobby, bespoke lighting and staging with elegant displays, the venue’s flexible layout seamlessly accommodated a range of activities from live performances, a star-studded Q&A, and a cinematic screening of The Chase for Carrera, while the cocktail and canapé offerings complemented the sophisticated event.
With friends of TAG Heuer and brand ambassadors such as Patrick Dempsey, Jacob Elordi, Madelyn Cline and Alexandra Daddario attending, the event required a venue that could deliver a true Hollywood atmosphere.
TAG Heuer's event made impressive use of the entire Outernet London district. Shown here is the Now Arcade entry point, an LED-lined tunnel located on the iconic Denmark Street.
Results
Extensive positive media coverage
The launch of The Chase for Carrera was enthusiastically received, with the immersive and luxurious environment significantly enhancing TAG Heuer’s brand image. The high-energy atmosphere and celebrity appearances generated extensive positive media coverage and increased brand visibility, reinforcing TAG Heuer’s position as a leader in luxury timepieces.
Premiere
Screen premiere of 'The Chase for Carrera'
Ultra HD
High impact screen display
Hospitality
Cocktails and canapés
“We chose London for this special evening as the UK is such an important part of the brand, one of our biggest markets and a country of watch lovers and racing enthusiasts.”
Frédéric Arnault, CEO of TAG Heuer