On February 15, the 2R Creative team had the incredible opportunity to participate in Swatch X You, the launch of the new Canvas Swatch in Times Square. The Swatch X You collection lets customers pick from 12 different bold and colorful patterns to create a custom canvas watch.
This was such an ambitious event and it required incredible logistics and creativity. The 2R Creative team was only given seven days to create the concept and materials for this event and then transport it from Miami to New York City. In order to keep our work within Swatch’s brand identity, we decided to decorate the whole space. The entire floor, the walls, the fixtures, the bars, the highboys...everything was wrapped in the different canvas prints. No matter where guests stood, they had a Swatch pattern as a backdrop. We arranged for prints of the new custom styles to be placed strategically around the room and visible for everyone to see, without disturbing the logistics and the free flow of the attendants to the event. The floors featured different designs and drawings in a wide variety of colors. This event required our team to work long hours; the floor installation alone took 10 hours, and we take pride in how well everything went.
But a brand so unique needed to have a different event. This is why we opted out of having a classical selfie station, and decided to instead turn the entire store into a selfie op. This was possible thanks to a rolling ball with a camera, and the great lighting consistent across the store.
On the night of the event, an additional exclusive two canvas patterns designed by New York City artist Edward Granger were available for purchase. During the event, the artist could be found working on creating a new watch design. We were able to place a big watch on display with an iPad attached to it. Guests could draw their designs on the iPad and see them reflected on the watch in real time.
Not only was this event really fun: it was incredibly successful. The floors we designed are still in the store three months later!
Thank you to our vendors for helping put on such a successful event!
Location: Swatch Times Square, New York
Artist: Edward Granger
DJ: Mel DeBarge
Photographer: Andrew Werner