ʻO The Imperial Patek Philippe Papahana Hoʻolaha Mākeke na Phillips he mea lanakila hanohano loa o ka 2024 A' Design Award Kala ma ka Māhele Hoʻokūkū Hoʻolālā Hoʻolaha, Kūʻai Aku a me Kamaʻilio.
KalaHoʻolaha· 2024
The Imperial Patek Philippe Papahana Hoʻolaha Mākeke
na Phillips
Mea Kūʻai: Phillips
Mea Lanakila A' Design Award Kala ma ka Māhele Hoʻolaha
Mea Lanakila i Hōʻoia ʻIa
Hōʻoia i ke Kūlana Makana no #160427Ka Hoʻolālā
E Pili Ana iā The Imperial Patek Philippe Papahana Hoʻolaha Mākeke
He papahana hoʻolaha honua ma nā pūnaewele like ʻole nā Phillips pū me Bacs a me Russo e hoʻolaha i ka kūʻai ʻana o kekahi uaki Patek Philippe lunakahiko, he waiwai ia o Aisin Gioro Puyi, ka mea i ʻike ʻia ma nā ʻāina a pau he Mōʻī Hope Loa, me ka hana ʻana i ka haku kiʻi hoailona, ka kiʻi ʻoniʻoni paʻi mua, ka wikiō moʻolelo, ka mōʻaukala, a me ka huakaʻi hōʻike ma nā kūlana ʻo New York, London, Taipei, Singapore a me Hong Kong; e hoʻōla ana i ka moʻolelo kuʻuna a me ke kūlana o ua uaki nei.
Ka Hoʻomaikai
E Pili Ana i ka A' Design Award Kala
Ua lanakila ka hoʻolālā The Imperial Patek Philippe Papahana Hoʻolaha Mākeke i ka A' Design Award Kala, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kiʻekiʻe loa, nani a kupaianaha. He mau hana ʻālohilohi loa a hana noʻeau nui nā lanakila Kala e hōʻike ana i ka loea, ka makakoho a me ka ʻoi aku o ka noʻonoʻo o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā The Imperial Patek Philippe Papahana Hoʻolaha Mākeke he hana kupaianaha, kūlana ʻoi aku, ʻoihana kiʻekiʻe a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Kala he mea hoʻokumu kūpono loa, mahalo ʻia e hāʻawi i ka pōmaikaʻi a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. He mea i ʻeleu ʻia e nā mea he nui ka hoʻolālā The Imperial Patek Philippe Papahana Hoʻolaha Mākeke e hoʻāla i ka makemake, lawe mai i nā manaʻo maikaʻi a hoʻāla i ka kamahaʻo a me ka mahalo.
Ma Hope o ka Hoʻolālā
ʻEke Nūhou
Nā hōʻoia, nā lālā hui a me nā kikoʻī ʻenehana i hāʻawi ʻia e ka mea hoʻolālā.
- Nā ʻAno Kūʻokoʻa
- 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.
- Nā Ana a me ka Hoʻopili
- 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.
- Nā Lepili
- Patek Philippe, the last Emperor, Phillips, Phillips in Association with Bacs & Russo
- ʻEnehana Hana
- 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.
- Pilikia Hoʻolālā
- 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. - Noiʻi
- The documentary film was the result of years of research including the authentication of the watch involving experts.
- Hoʻoulu Manaʻo
- 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.
- Ka Lōʻihi o ka Papahana
- The global marketing campaign was realized in Spring 2023 with exhibitions of the watch in New York, London, Taipei, Singapore and Hong Kong.
- Kaʻina Hana
- 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.
- Nā Palapala Kuleana
- Watch display case by Lekoni
- Nā Lālā Hui
- 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
Display case: Dietlin - Nā Kuleana Kiʻi
- Phillips
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