The Imperial Patek Philippe Phiaj Xwm Kev Ua Lag Luam los ntawm Phillips

Qhov qauv tsim The Imperial Patek Philippe Phiaj Xwm Kev Ua Lag Luam los ntawm Phillips yog tus yeej muaj nqis heev ntawm qhov khoom plig 2024 A' Design Award Nyiaj hauv Pawg Sib Tw Tsim Kev Tshaj Tawm, Kev Lag Luam thiab Kev Sib Txuas Lus.

NyiajKev Tshaj Tawm· 2024

The Imperial Patek Philippe Phiaj Xwm Kev Ua Lag Luam

los ntawm Phillips

Tus Neeg Siv: Phillips

Tus Yeej A' Design Award Nyiaj hauv Pawg Kev Tshaj Tawm

188,444

Tus Yeej Khoom Plig Tau Txheeb Xyuas

Txheeb Xyuas Qhov Xwm Txheej Khoom Plig rau #160427

Mus Saib Lub Vev Xaib Saib ntawm A' Design Award Tsab Xov Xwm Daim Phiaj Khoom Plig

Xim

Qhov Tsim

Txog The Imperial Patek Philippe Phiaj Xwm Kev Ua Lag Luam

Phiaj xwm multimedia thoob ntiaj teb los ntawm Phillips hauv kev koom tes nrog Bacs thiab Russo los txhawb kev muag ntawm lub moos Patek Philippe tsis tshua muaj, uas yog ib zaug yog Aisin Gioro Puyi tus, paub thoob plaws ntiaj teb ua Tus Huab Tais Kawg, suav nrog kev tsim logo, cinematic trailer, keeb kwm documentary video, phau ntawv qhia, thiab kev ncig ua yeeb yam nrog nres hauv New York, London, Taipei, Singapore thiab Hong Kong; coj cov keeb kwm tshwj xeeb thiab keeb kwm ntawm lub moos los ua rau muaj txoj sia.

Qhov Lees Paub

Txog A' Design Award Nyiaj

The Imperial Patek Philippe Phiaj Xwm Kev Ua Lag Luam yog tus yeej ntawm A' Design Award Nyiaj, ib qho kev lees paub muaj meej mom heev tshaj li qub uas muab rau cov qauv tsim qib siab, zoo nkauj thiab ua rau neeg xav tsis thoob. Cov neeg yeej Nyiaj yog cov haujlwm ci ntsa iab heev thiab tsim tshiab heev uas qhia txog kev paub, kev txawj ntse thiab kev ntse ntawm cov kws tsim qauv. The Imperial Patek Philippe Phiaj Xwm Kev Ua Lag Luam xav tias yuav yog ib qho haujlwm zoo kawg nkaus uas tsim rau qhia, tshaj lij heev thiab tsim tshiab tob. Cov qauv tsim yeej A' Design Award Nyiaj no yog ib qho khoom tsim uas pom tseeb heev thiab neeg qhuas uas pab tau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. The Imperial Patek Philippe Phiaj Xwm Kev Ua Lag Luam yog ib qho khoom tsim uas neeg coob xav tau, uas ua rau xav, coj kev xav zoo thiab ua rau xav tsis thoob thiab xav paub.

Tom Qab Qhov Tsim

Pob Xov Xwm

Cov credit, cov neeg pab thiab cov ntsiab lus kev txawj ntse muab los ntawm tus tsim.

Yam Tshwj Xeeb: 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.
Qhov Loj & Ntim: 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.
Cov Ntsiab Lus: Patek Philippe, the last Emperor, Phillips, Phillips in Association with Bacs & Russo
Thev Naus Laus Zis Tsim Khoom: 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.
Kev Sib Tw Tsim Qauv: 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.
Kev Tshawb Fawb: The documentary film was the result of years of research including the authentication of the watch involving experts.
Kev Txhawb Siab: 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.
Lub Sij Hawm Ua Hauj Lwm: The global marketing campaign was realized in Spring 2023 with exhibitions of the watch in New York, London, Taipei, Singapore and Hong Kong.
Txheej Txheem Ua Hauj Lwm: 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.
Cov Patent: Watch display case by Lekoni
Cov Tswv Cuab Pab: 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
Kev Qhuas Duab: Phillips