Inside the Dream

For the presentation of Audemars Piguet’s own Inside the Dream episode during Watches and Wonders 2026, we were invited to imagine a complete experience inspired by the opulence of a classic American movie palace from the 1950s.

Glowing rows of bulbs, gilded details, rich materials and carefully designed architectural elements created a cinematic setting for the premiere. More than a screening venue, the space was conceived as an immersive introduction to the film and its exploration of the Maison’s identity, craftsmanship and singular perspective on watchmaking.

We developed the creative concept and designed the entire guest journey, from the first moment of arrival to the screening and the cocktail that followed. Every stage formed part of the same narrative: the monumental entrance arch, inspired by the marquees of historic American cinemas; the bespoke ticket booth; the auditorium itself; and the different hospitality spaces surrounding the projection.

The project also gave us the opportunity to work at an unusually precise level of detail. We remained closely involved throughout production, designing and drawing every bespoke scenographic element—from the largest architectural structures to the smallest objects, including custom lighting pieces. This continuity between concept, design and fabrication allowed us to preserve the coherence of the experience down to its finest details.

The project was developed in close collaboration with Auditoire Luxe. We warmly thank the agency and its teams for their trust, and for giving us the opportunity to contribute so extensively to both the creative direction and the detailed production of this unique experience.