Working with Hublot, the official time keeper of the World Cup, we were asked to design and produce the ultimate evening to launch the brand new Big e FIFA World Cup watch. Guests would enjoy the first glimpse of the collection while surrounded by Brand Ambassadors, creating an evening celebrating the brand at its up coming endeavours.
Moriarty wanted to create an event that encapsulated football through not only the look, but the emotions and atmosphere associated with it. We delved into our creative journey, considering ideas involving traditional Qatar décor and real grass flooring. Despite both ideas working on a technical level, we didn’t feel guests would be emotionally taken to the World Cup. Which led us to the idea of hosting the dinner within an actual stadium, posing some difficulties such assize and availability.
With a clear goal in mind, we were determined to find a suitable venue in which our idea would become a reality. This is when we discovered Frameless, a completely immersive gallery, using 360-degree projection and surround sound systems, transporting guests within the art. The concept was perfect, however, with its official opening just two weeks before the event, most of our planning involved a building site!
Despite the venue undergoing work throughout our planning period, we managed to use our event experience and strong relationships to portray our idea to suppliers. Working with a completely blank canvas gave us the creative flexibility to design something truly special. We wanted to host a dinner in the middle of the Quatar stadium, giving guests access to sights they would’ve never experienced before. The environment continued to be enhanced through movement, including flags, banners and crowds, which paired with applauding background noise created a setting identical to a real stadium. The floor-to-ceiling projections also provided the perfect opportunity to reveal the brand-new watch from all angles.
We designed a clean and crisp dining set up using 4 long mirrored top tables, reflecting the extraordinary views around. Simple monochrome florals were placed centrally, incorporating the football colour pallet, and complementing the subtle glow of the individually placed lamps.
We were also very excited to incorporate the ‘Hublot Loves Football’ campaign, designed by Lebanese fashion designer Mira Mikati, a collection filled with colour, passion and love. The hand-drawn designs representing the youthful and hopeful enthusiasm of football were displayed throughout the venue and printed on guests' menus. With the support and interactivity of the 15 Hublot Ambassadors and Friends of the Brand, unique designs encapsulating themes of universal respect and the football of their dreams were created. These vibrant, one-of-a-kind art pieces provided the perfect contrast to the monochromatic pallet throughout.
With the dining area and smaller details set, we created a chic welcome reception for guests, commencing with handwritten escort cards, placed on a miniature football pitch with real grass. Three galleries showcasing the Beyond Reality, Colour in Motion and World Around us exhibitions remained open, immersing guests in contemporary art. A Hublot LED light was placed behind the DJ booth, in which a bespoke playlist was performed by Eliza May Jackson, setting the tone for an evening filled with innovative reveals.
The evening was complete with exclusive speeches from Brand Ambassadors over a three-course dinner, followed by an intimate interview with Gareth Southgate. Guests were able to hear insight into Hublot's partnership with the World Cup, building anticipation ahead of the kick-off.
We absolutely loved designing this event, and the opportunity to create something completely unique made it very special for all involved. To add to this, working with a brand with such a progressive ethos, ensures the Moriarty idealism of being imaginative, individual and impactful can not only be achieved but surpassed.
'Hublot has always been 'unique, first, different', becoming the first Fine Watchmaking brand in football in 2006. Today, Hublot is the first name in football timekeeping' - Ricardo Guadalupe Hublot CEO
