Shopping Bag (0)
Your shopping bag is empty
Parallel Experience
Amplify + Audemars Piguet electrify the Swiss mountains during Montreux Jazz Festival...
Challenge
Reinforcing Audemars Piguet positioning in the music industry through a money can’t buy experience during the Montreux Jazz Festival.
The challenge was to celebrate the AP x MJF partnership with an immersive and never seen before music experience.
Insight + Strategy
Audemars Piguet, the esteemed Swiss luxury watchmaker, and the Montreux Jazz Festival, one of the world’s most celebrated music festivals, share more than just their Swiss heritage. Their partnership, which began in 2019, is a testament to their shared values of excellence, innovation, and cultural enrichment.
Their partnership goes beyond sponsorship; it represents a deep, mutual appreciation of artistry and craftsmanship. For Audemars Piguet, music and watchmaking share a common language of rhythm and harmony. The intricate mechanics of a watch movement and the complex arrangements of a musical composition both require a high level of skill and creativity. This collaboration not only enhances the prestige of both brands but also brings together the worlds of luxury and music.
Every year, the Audemars Piguet experience immerses guests into a world of high-end watchmaking while enjoying the festival’s vibrant atmosphere. It often serves as an intimate showcase of the brands latest creations and venue for exclusive performances that blend auditory and visual artistry.
However, this year needed to go one step further. In the fifth year of the partnership, they wanted to create an immersive experience that could go beyond the expectations of the audience and push the boundaries of music x art experiences.
We needed to take what was unique about MJF and put it through an Audemars Piguet lens. We wanted to bring together the epic beauty of Lake Geneva and the energy of live music to create a moment that spoke to Audemars Piguet’s passion for craft and elevated experiences.
Solution
Introducing... Parallel Experience
Featuring two key brand experiences for Audemars Piguet.
Brand Experience 1 - Parallel Touch Point
An immersive and gamified music experience where guests could create their very own electronic music by using gestures to control different elements of a music track. The experience was housed within a stunning structure positioned on the side of Lake Geneva. When guests completed their music track, they were entered into an exclusive competition that gave them a chance of winning tickets for an exclusive music performance featuring Black Coffee, Mochakk, and Mont Rouge.
Brand Experience 2 - Parallel
A once-in-a-lifetime performance featuring Grammy award winner Black Coffee. The exclusive show took place at the top of the Les Pléiades mountain; overlooking Lake Geneva and the Montreux Jazz Festival. It was a location that had never been used for a gig.
When guests arrived they were greeted with a stage set up featuring 5 vertical impactful screens that played sensory animations which harmoniously depicted the surrounding environment. This created a surreal and playful ambience where the music and the environment intersected. At the end of the festival, we finished in style with the Closing Party at the heart of the festival, where guests could come together to enjoy the final moments of Montreux Jazz Festival 2024.
Discover more about the work here.