THE SOUND OF COLOR
Colors have a language that Hans Zimmer can speak, and he delivered their story on stage earlier this month.
Commissioned by IWC Schaffhausen to imagine the musical setting of its TOP GUN Pilot’s Watch collection, the two-time Academic Award-composer created a suite of unique tracks, that are now part of the collection’s identity.
It took an exclusive event, organized during the Watches and Wonders exhibition, to unveil this creation in the heart of Geneva at the Théâtre du Léman Genève entirely redecorated for the occasion. Some 109 talents, 10 trucks, 6 buses, 6 authorization requests, 474 lights, 36 hours of set-up, 9 of dismantling, and 3 intensive months of preparation by the dedicated MCI & Dorier’s teams to make this event a reality.
The steps
The background
IWC Schaffhausen, a luxury watch brand known for its aviation-inspired timepieces, commissioned MCI Switzerland to create a unique musical setting for its TOP GUN Pilot's Watch collection.
The execution
MCI Switzerland, managed the design and production of the co-creation with Zimmer's team. The team worked to create an exclusive event during the Watches and Wonders exhibition in Geneva. The event washeld at the Théâtre du Léman Genève, which was entirely redecorated for the occasion.
The results
The Sound of Color musical show was a massive success, with attendees describing it as a memorable and immersive experience. The event engaged influencers, press, and top clients, and helped to enhance the brand's identity.
The Beginning
Months of work captured in one mesmerizing night
Prior to the implication of MCI Switzerland into this colorful project, the world discovered a memorable collaboration unlike anything ever produced in the industry. A watchmanufacturer and a film composer, IWC Schaffhausen and Hans Zimmer have workedtogether on a unique project: "The Sound of Color". The recently unveiled TOP GUN Aviator's Watch collection led IWC to develop five new ceramic shades to create beautifulmonochromatic watch designs. Hans Zimmer took these colors as the starting point for hismusical composition and created five pieces of music - one for each color: The Sound of Color - IWC Ceratanium®, The Sound of Color - IWC Mojave Desert, The Sound of Color - IWC Woodland, The Sound of Color - IWC Lake Tahoe and The Sound of Color - IWC Jet Black. The music gives each of them a surprising and original new dimension, with the sound expressing the emotional facet of each shade.
The Background
IWC meets Hans Zimmer
IWC Schaffhausen, the prestigious luxury watch brand recognized for its aviation-inspiredtimepieces, decided to partner with MCI Switzerland to bring the «Sound of Color» projectto life. The extraordinary musical setting was created to bring together the TOP GUN Pilot'sWatch collection with the two-time Academy Award-winning composer, Hans Zimmer, whocomposed the suite of exceptional tracks that would serve as the collection's exclusive soundtrack.
The primary goal of this project was to produce an unparalleled immersive live show thatwould captivate and engage the audience, including influential personalities, press, and top clients. The show aimed to create a memorable and distinctive experience that wouldenhance IWC Schaffhausen's brand identity and reinforce its position as a leadingwatchmaker in the industry.
The Objective
A Collaboration
The aim of the project was to develop a one-of-a-kind immersive live show that would serve as a platform to showcase the exceptionalcollaboration between IWC Schaffhausen and Hans Zimmer. The objective was to create an event that would leave a lasting impact on attendees, including top clients, influential personalities, and media representatives.
Brand's Identity
The show was designed to engage the audience through an unforgettable and immersive experience that would enhance the brand'sidentity and reinforce its reputation as a leading watchmaker in the luxury industry. Through this unique event, IWC Schaffhausen aimed to showcase its passion for innovation and creativity while highlighting its commitment to providing customers with exceptionaland exclusive experiences.
The Challenge
MCI Switzerland was tasked with bringing Hans Zimmer's artistic vision to life with the precision and attention to detail that is characteristic of IWC. The task was carried out amidst an environment imbued with the vibrant hues of the latest collection, and during the highly acclaimed Watches & Wonders event where the most renowned watchmakersconverge. We worked diligently to reimagine and transform the Théâtre du Léman into a captivating atmosphere that evokes the essence of the TOP GUN universe.
The Execution
MCI Switzerland, along with Dorier Group, managed the design and production of the co-creation with Zimmer's team. The team worked to create an exclusive event during the Watches and Wonders exhibition in Geneva. The event was held at the Théâtre du Léman Genève, which was entirely redecorated for the occasion.
The show featured a suite of tracks created by Zimmer that were inspired by the colors of the TOP GUN Pilot's Watch collection. The show incorporated stunning visual effects, including 474 lights, and took 36 hours to set up and nine hours to dismantle. The team of 109 talents, along with 10 trucks and six buses, worked tirelessly for three months to preparefor the event.
The Results
A Symphony of colors and emotions
The Sound of Color musical production garnered resounding success, leaving an indelibleimpression on attendees who found the experience both unforgettable and immersive. The event effectively engaged notable influencers, esteemed members of the press, and high-value clients, effectively bolstering the brand's image. The show's distinct score seamlesslyfused with the TOP GUN Pilot's Watch collection, becoming an integral aspect of its identityand leaving an enduring mark on the brand's reputation.
The Outcomes
The scope of this event
The triumph of our joint venture with IWC and Hans Zimmer, in creating an indelible event, has garneredimmense interest and acclaim within the watchmaking industry. Numerous articles in newspapers, as well as publications on social media and the internet, have lauded the ingenious collaboration between the celebrated watch designer and the award-winning composer. This enthusiastic response has served to acknowledge and appreciate the outstanding work delivered by MCI Switzerland.
