TAG HEUER'S 150 YEAR ANNIVERSARY PARTY AT SELFRIDGES

Client Feedback:

“Thank you so much for all your help and hard work. The event was amazing, the Head Office was really impressed, and our guests had a great time. I think that we all produced a wonderful collaboration; from the styling of the party area, to the food. Everything ran really smoothly, and we’re very pleased!“
TAG HEUER

Creative Event Brief:

Luxury watch brand Tag Heuer, sent a Tesla Roadster on a zero-emission 37,000 mile journey around the world to celebrate their 150th Anniversary.

Selfridges London was the penultimate stop on this global tour and Timebased was recruited to ensure that both Tag Heuer and Selfridges could both achieve their brand objectives. This celebration was to stand out from every other stop the Tesla had made around the world. Tag’s Existing 150th Anniversary exhibition kit had to be incorporated into the event, yet complemented by strong styling elements. Selfridges was renowned for its edgy events and we knew how to inject this into the occasion.

The experience would take place in the unexpected setting of Selfridges’ car park. And we needed to create a striking reveal for the Tesla Roadster. Having been producing outstanding events for Selfridges for over 13 years, we were excited to get behind the driving seat and deliver a collaborative launch event with a difference.

Event Planning & Approach:

Timebased styled the space to complement both the sophistication and heritage of the TAG Heuer brand, as well as the slick Selfridges brand. The car park was transformed into a party venue with silver grey draping, giant chesterfields, black gloss coffee tables and a central red lit bar with an LED baton lighting installation backdrop.

Stirling Moss and Rupert Penry-Jones drove the Tesla electric sports car through a paper wall to attend the party, hosted by Formula 1’s Jake Humphries. The lighting included design features such as the Mole Richardson theatrical lamps and LED batons in TAG Heuer’s signature green and red colours which strobed as the car burst through the paper wall with rumbling sound effects and hazers. TAG Heuer watches were showcased in holographic cases along with Faces of TAG Heuer, and to inject that party atmosphere we installed a black pealight dance floor, DJ booth and projections screens for VJ Legoman.

As a twist on the conventional red carpet entrance, we also created a customized black carpet imprinted with white tyre tracks leading guests to the first level of the car park. To mirror the entrance way, Timebased built a stylish TAG Heuer branded black acrylic stage and surround for the TAG Heuer presentation. 

Event Results:

TAG Heuer’s famous following came out in force to wish the brand Happy Birthday including Tamara Beckwith and her daughter Anouska, Lisa Snowdon, Kirsty Gallacher, Tamara Ecclestone, George Lamb, Donna Air, Nicholas Hoult and Dragon's Den star James Kahn. The high calibre of celebrity faces and attendees guaranteed a buzz around the event and there was extensive coverage in online and printed daily supplements. It was a celebration fitting of the brand.