Posted on September 10, 2018 by William Fogler

When Swiss watchmaker TAG Heuer engaged WM Events to create its pre-Major League Soccer All-Star Game event for their exclusive guests, we were prepared to design a look that expressed the sleek, modern style the brand is known for. TAG had already developed many of the graphics that would be incorporated, and it was up to us to seamlessly blend those with additional features that would support the branding without making the event feel overly promotional.

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We selected the 14th floor of Ventanas for the venue, a space that offered a terrific view of the Mercedes-Benz Stadium where the MLS All-Star Game would be played the next day. Upon arrival, guests, who were high-level TAG sales reps, were greeted by branded interior and exterior elevator doors – transforming the venue immediately into an unmistakably TAG Heuer space.

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In addition to the graphics for the elevator, our team installed a variety of tension fabric frames sent to us by the client. Each of these featured specific branded graphics, and many presented the tagline #DontCrackUnderPressure. With a dozen of these step-and-repeat-style installations throughout the event floor, guests had many opportunities for taking selfies and photos.

Décor was selected to further maintain TAG’s branding and impart a sophisticated, masculine look that was an exciting departure from most of the events we had previously planned at Ventanas. One example would be the inclusion of foosball tables, a must for the event’s raison d’être, and a second would be the use of TAG-approved colorways throughout.

We paired marble and chrome highboys with white communal tables and Ghost stools. Around glass cocktail tables, we placed white Bellini chairs. A black leather sofa and white leather club chairs created a lounge seating area. TAG provided black and white graphics, which we used to decorate the face of the bar, DJ booth, and table bases.

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To complement all of the black and white, we picked up on the brand’s red and green hues with thematic and branded pillows in green and red, as well as others with the TAG logo. Atop the highboys and communal tables, red votives accompanied white roses in long, rectangular plate-glass planters.

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The stage was set in the same understated manner with a logo backdrop and Ghost stools. On stage, soccer legends and former MLS players Alexi Lalas and Landon Donovan fielded questions from TAG Heuer’s Vice President of Marketing Andrea Soriani, including a fun round of rapid-fire questions to test the World Cup players’ ability not to crack under pressure.

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Keeping all elements in line with TAG Heuer’s vision yielded an all-star event that proved as sophisticated and luxurious as the brand itself.  

Venue & Catering: Ventanas
Event Design: WM Events
Audio Visual: Active Production & Design
Entertainment: Mike Zarin
Photography: PWP Studio 

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