IWC Schaffhausen activated a two week pop-up exhibition in The Watch Gallery at Selfridges Wonder Room. The exhibition celebrates the
completely remodelled 2013 Ingenieur watch collection, as well as the new engineering partnership with the MERCEDES AMG PETRONAS Formula One™ Team.
Transforming the Wonder Room’s concept store into a virtual wind tunnel, a first in the UK within a department store, IWC took consumers on a journey which offers an exclusive ‘behind the scenes’ glimpse into the synergies between watches and automotive performance engineering.
The exhibition focused on the ‘customer experience’, with a MERCEDES AMG PETRONAS Formula One™ simulator showcar, allowing visitors to immerse themselves into the dynamic world of racing. It was the first time that the new Ingenieur collection from IWC was available to view in its entirety in the UK, with the exclusive unveiling of the Ingenieur Constant Force Tourbillon timepiece.
Kru Live sourced a fully trained pool of young, well presented, articulate and engaging members of staff to become true ambassadors of the IWC brand.
Each Brand Ambassador underwent a thorough recruitment and selection process. They were shortlisted by our booking team based on the clients detailed staff profile requirements.
The team went on to have two rounds of interviews with both our clients and the brand. In addition to a detail online and verbal briefing, there was a full days training and knowledge checker ahead of the opening day. One of the 6 members of staff was required to speak Mandarin.
24 hour contact
Daily feedback and site visits
Quick solutions to on the job amendments
On going activation at festivals