Zenith, the Swiss luxury watchmaker, wanted to celebrate their 50th brand anniversary alongside the launch of their latest watch Defy Inventor as part of the trade show of the international watch and jewellery industry Baselworld. Our teams were challenged to create a vibrant brand world to fully immerse their target audiences into the universe of the new DEFY Inventor, and showcase the brand’s design innovations.
To usher in a new era for the brand, MCI Geneva worked with our production rel="noopener noreferrer" rockstars Dorier and Zenith to create an electrifying High Frequency Night in honour of the newly launched Defy Inventor. In synch to the beat of international music celebrities Eve, Tanja La Croix, Lost Frequencies and Zenith’s friend of the brand, Swizz Beatz, the occasion had more than 600 guests, press, retailers, influencers and friends of the brand come together to share an unforgettable experience in a uniquely futuristic setting. The High Frequency themed event featured an ultramodern and immersive high-tech set-up to complement the innovative disruptive technology of Zenith. Complete with a tunnel illuminated with LED art and spectacular projection mapping on the stage, the tone was set to indulge in the spirit of Zenith: Faster, edgier and more dynamic than ever before.
The evening of celebration and new beginnings continued into the late hours of the night to the beat of successive acclaimed artists, including VIP live performances by American Grammy award-winner rapper, singer and songwriter, Eve; House DJ and producer, Tanja La Croix, DJ superstar Lost Frequencies; and Grammy award-winning music producer and entrepreneur Swizz Beatz.