The Imperial Patek Philippe Marketing Campaign by Phillips |
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| DESIGN DETAILS | |||||
| DESIGN NAME: The Imperial Patek Philippe PRIMARY FUNCTION: Marketing Campaign INSPIRATION: The story and provenance behind this watch is unique: the friendship between Puyi (the last emperor) and his Soviet interpreter to whom he gifted his Patek Philippe while in captivity. Phillips’ Marketing department developed a logo reminiscent of a movie title, drawing inspiration for the campaign trailer from Bertolucci's "The Last Emperor", which was incorporated into the global exhibition design on video screens. The striking red color accent was carried through all elements of the campaign, including catalogue design, video tablet, and custom exhibition space which was inspired by the Forbidden City. UNIQUE PROPERTIES / PROJECT DESCRIPTION: On May 23, 2023 Phillips in Association with Bacs & Russo sold a Patek Philippe Ref. 96QL once belonging to Aisin-Gioro Puyi, the last Emperor of the Qing Dynasty, for HK$49 million/US$6.2 million in Hong Kong. Offered at auction were also artifacts, including a red paper fan. The global multimedia marketing campaign included a video trailer, viewings in New York, London, Taipei, Singapore and Hong Kong, a catalogue set; further, a video documentary telling the story of the friendship between Puyi and his Soviet interpreter to whom he gifted his watch, presented on a bespoke video tablet. The exhibition display featured a custom case with the watch appearing to be floating in space, turning around its axis, and a magnifying glass to appreciate the details of the watch dial. OPERATION / FLOW / INTERACTION: The interaction with the campaign was multifaceted: The global exhibition could be experienced in person with the Patek Philippe watch presented floating in a custom display case. The video documentary, in addition to being available for viewing online, was presented on a bespoke video tablet (Vpak) that appeared like a conventional book, however when opened, revealed a video screen that auto played. PROJECT DURATION AND LOCATION: The global marketing campaign was realized in Spring 2023 with exhibitions of the watch in New York, London, Taipei, Singapore and Hong Kong. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: The striking red color accent was carried through all elements of the campaign: a grand catalogue design featuring a slip case, further a video tablet, both wrapped in red book cloth with red foil stamping of the logo. The custom exhibition space appeared as if entering a red lacquered box with the watch display case as centerpiece masterfully engineered by Dietlin, framed by video screens displaying the trailer on each side. SPECIFICATIONS / TECHNICAL PROPERTIES: As this project was a multimedia campaign, including print, digital, packaging and architectural components, the established branding needed to be scalable and applicable across all touch points of the campaign. TAGS: Patek Philippe, the last Emperor, Phillips, Phillips in Association with Bacs & Russo RESEARCH ABSTRACT: The documentary film was the result of years of research including the authentication of the watch involving experts. CHALLENGE: The task was to balance the historical context and provenance of the watch with a visually impactful campaign. The production challenge was to make the watch appear floating with invisible support mechanism in the display case. A further challenge was to scale the global exhibition tour according to venue size and restrictions. The New York exhibition for example was the first stop of the tour and a far more open space. There, the stairs became a significant part of the exhibition experience with a long red carpet runner. The custom watch case wasn't ready yet at that time and another case alternative had to be found. ADDED DATE: 2024-03-04 19:03:59 TEAM MEMBERS (17) : CMO: Amy Wexler, Creative Director: Martin Schott, Creative Director: Gertrude Wong, Creative Director: Mark Mayer, Creative Director: Arthur Touchot, Designer: Tirso Montan, Designer: Grace Neighbour, Production Manager: Ally Mintz, Production Manager: Chris Ward, Production Manager: Cherub Ng, Director, Trailer: Alan Williams, Imaginary Forces, Documentary Animation: Pastèque Productions, Documentary Production (Chicago): Converge Crew Documentary Production (Hong Kong): AEM Productions Limited Documentary Production (London): Thomas de Cruz Media Documentary Editor: Richard Rogers, Catalogue Printer: CA Design, Video book: VPak, Exhibition Architect: Lekoni and Display case: Dietlin IMAGE CREDITS: Phillips PATENTS/COPYRIGHTS: Watch display case by Lekoni |
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| Visit the following page to learn more: https://www.youtube.com/watch?v=-JE9EJu6 |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Phillips PROFILE: Phillips: where the world’s curious and bold connect with the art, design and luxury that inspires them. As a leading global platform for buying and selling 20th and 21st century works, Phillips offers dedicated expertise in the areas of Modern and Contemporary Art, Design, Photographs, Editions, Watches, and Jewels. Auctions and exhibitions are primarily held in New York, London, Geneva, and Hong Kong, with representative offices based throughout Europe, the United States and Asia. Phillips offers a regular selection of live and online auctions, along with items available for immediate purchase. Phillips also offers a range of services and advice on all aspects of collecting, including private sales and assistance with appraisals, valuations, and financial planning. |
| AWARD DETAILS | |
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The Imperial Patek Philippe Marketing Campaign by Phillips is Winner in Advertising, Marketing and Communication Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Phillips. · Click here to register inorder to view the profile and other works by Phillips. |
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