The story of IWC and the Big Pilot’s collection is brought to life around the globe, with an innovative, interactive roadshow and extraordinary optical illusion artworks
A legendary design for pioneers, originals and dreamers the world over, the Big Pilot has always inspired its wearers to think big. In this spirit of originality and innovation, we are taking the story of this iconic timepiece to cities around the globe with a touring exhibition, #IWCONTOUR BIG PILOT Roadshow, and a creative new “Out of the Box” campaign.
INDUSTRIAL STYLING MEETS CUTTING-EDGE TECHNOLOGY
Designed to resemble shipping containers, a high-tech booth brings the story of IWC to life in entirely unexpected ways for #IWCONTOUR. Thanks to new hologram technology, guests can “meet” our former head watchmaker Kurt Klaus, brand ambassador Lewis Hamilton, and CEO Christoph Grainger-Herr, when they step inside.
The BIG PILOT Roadshow is open to the public with no invitation necessary.
No interactive experience would be complete without a chance to try on some of IWC’s most celebrated watches, and the touring exhibition features the new Big Pilot’s editions for 2021, as well as designs from the famous Spitfire and Portugieser collections, a selection of squadron watches commissioned by the US Navy, and historical timepieces.
Starting in the UK, the exhibition heads to the Netherlands in September, and tours the US later in 2021. The full schedule is as follows:
Edinburgh: 15-20 July
Castle street Edinburgh EH2 4AA
Liverpool: 27 July-1 August
Paradise Place Liverpool L1 8BQ
Manchester: 5-9 August
Birmingham: 19-24 August
148 New St, Birmingham B5 4BU
Leeds: 7-11 October
112-114 Briggate, Leeds, LS1 6BG
London: 2-8 November
Covent Garden, London, WC2E 8HD
Tuesday 2nd - Saturday 6th: 10:30am - 6pm
Sunday 7th: 11am - 5pm
Monday 8th: 10:30am - 6pm
Den Haag: 3-11 September
Rotterdam: 14-19 September
Century City, CA: 23-26 September
Palo Alto, CA: 30 September-3 October
Newport Beach, CA: 7-10 October
Scottsdale, AZ: 14-17 October
Miami, FL: 21-24 October
Charleston, SC: 28-31 October
Houston, TX: 4-7 November
New York, NY: 11-14 November
THE BIG PILOT COMES TO LIFE
We’re also thinking big with optical illusion installations designed to surprise and intrigue the public in some of the world’s biggest cities. Huge painted murals and giant digital screens take over sites from Los Angeles to Tokyo and beyond, bringing the story and spirit of the Big Pilot to life.
Designed to look like an industrial shipping container dropped unexpectedly into the neighbourhood, the massive 2D artworks appear 3D when viewed from certain vantage points. They showcase the new Big Pilot 43 in iconic locations including Hollywood Boulevard, Gangnam Street in Seoul, and London’s Piccadilly Circus, and will remain in place for several weeks. Make sure you keep your eyes open, and if you spot one of the unique installations, take a photo or video with your phone and share it on social media using #IWCONTOUR.
THINKING OUTSIDE THE BOX
An innovator never stands still. With these creative new tools, we are excited to celebrate the spirit of IWC, and shine a light on our collections in whole new ways. Our mission is to challenge the status quo, and to spark new conversations that continue to take us forward.
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