On the occasion of SIHH 2019 (Salon International de la Haute Horlogerie), Ulysse Nardin approached Tapptic to design an interactive digital experience to be showcased in the brand new innovation LAB section.
Tapptic organized an ideation workshop to explore a series of opportunities aligned with Ulysse Nardin’s core values and business objectives.
The purpose of the operation was crystal clear for Ulysse Nardin’s management: they wanted to offer an exciting experience around their X range, worth remembering, which could earn them features in leading business publications. The concept had to be re-usable for other events and in the retail network after SIHH 2019.
Ulysse Nardin had already confirmed the following activities.
A collaboration with Shok1, a street artist specialized in aerosol X-ray art, who would create a X-ray shark (celebrating Ulysse Nardin’s maritime heritage).
A second booth (the Boudoir) showcasing 10 limited editions of 10 watches developed in partnership with Milo Manara, an Italian comic book writer and artist, famous for his erotic illustrations.
A presentation of the Freak X and Skeleton X ranges.
At first we had 3 potential angles:
A concept around the revealing potential of X rays, elaborating on Shok1’s presence at SIHH 2019 for UN.
A concept which would explore the erotic background of the brand, prolonging the pleasure of Manara’s contribution.
which would develop the brand values & DNA (maritime, authentic, on the edge) while not being directly inspired by the activities planned at SIHH 2019.
Tapptic’s team demoed a vast array of technological innovations to Ulysse Nardin’s management, to show them what could be leveraged at SIHH innovation LAB.
We usually do this in the early ideation workshops to spark fresh ideas among participants. We also bring a huge stock of post-it notes.
We introduced the latest innovations in 4 sub-workshops:
Angles 1 and 2 (Shok1 and Manara) were by essence very visual, which was confirmed by the suggestions from the brainstorming sessions in our 4 sub-workshops.
There were a lot of them, as you can see from the photo of our wall of post-it notes.
To name just a few:
After each sub-workshop, participants voted for the best ideas per technology.
Then we discussed which ideas from the selected ones would be rejected or kept in a short list.
The Ulysse Nardin global AI sounded promising (find your perfect watch) but too complex to implement.
There were six ideas on the shortlist:
Tapptic also suggested to consider the Manara Lookalike and Erotic chatbot ideas.
All these ideas were then screened through 6 filters:
This interactive experience was premiered at SIHH 2019 and has since been replicated in other locations, in multiple stores and in an exclusive pop up in Soho, NYC.
We’ll come to your office or we’ll organize a conference call to introduce you to the latest tech innovations in AR/VR, chatbots, voice assistants, AI, blockchain & much more !
