You can’t have racing without time. It’s the key component that brings excitement and competition. It comes as no surprise that two powerhouses of time and racing – TAG Heuer and Red Bull Racing – have a long-standing partnership worth celebrating. Which is exactly what we did, with the launch of the special edition TAG Heuer Formula One watch.

Taking over a premium industrial space in Melbourne, we created an activation that gave the same rush and sense of adrenaline as you’d get on the track. Using animating lighting and colour that reflected both brands, guests were treated to a sensory experience full of unexpected moments – including a ‘vortex room’ made with LED screens and mirrors which created the sensation of travelling through time. As for the watch? It was displayed, pride of place, in custom designed, luxurious mirrored plinths.

The overall effect was energetic and immersive, taking guests on an exciting journey that embodied the two brands, and positioned the special edition TAG Heuer Formula One watch through an aspirational lens.