For just 48 hours, the pop-up boutique of SoHo transformed the relationship between visual art and the language of watchmaking.
Hublot’s unique launch demanded sophistication, meticulous design, and a taste for the decadent things in life. Alongside their Parisian agency, Terres Rouges, the brand challenged our notions of time and space by presenting two simultaneous full-scale productions in Manhattan.
Revealed through two activations on New York’s 5th Avenue and in the heart of SoHo, the Big Bang Tourbillon shined as the gem of modern watchmaking.
With a race against time, the entire production needed to complete in a few short weeks. This included design, technical drawings, vendor bids, and logistical management.