Press Events: Tag Heuer Creates Temporary Gallery For Media Launch - Event Marketer

Press Events: Tag Heuer Creates Temporary Gallery For Media Launch

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Tag Heuer transformed The Waterfront a New York City event space into an art gallery for a press event and launch of a touring photography exhibit. Held Sept. 13 to coincide with Fashion Week the gathering kicked off with short talks by Tag Heuer ceo Jean-Christophe Babin and actress Uma Thurman a Tag spokeswoman. Attendees were treated to a burlesque show by performer Dita Von Teese a subject of one of the portraits and DJ Eve spun tunes for the dance floor.
To give the space an art gallery feel Tag installed two 120-foot wide walls (where the photos were mounted) authentic gallery lighting and a predominantly white color scheme—the hue was used instead of traditional red for the carpet at the entrance for example. “The event was a celebration of women so details and colors had to be chic glamorous and luxurious ” Valentine Balmat the brand’s international press relations manager told Buzz. “We used white flowers candles [and] baroque mirrors… to enhance the femininity of the party.”
The exhibit Strength & Beauty Embodied by Avant-Garde Women features portraits of women taken by female photographers. The tour will go to art galleries and other venues in several countries through the rest of the year. At tour’s end Tag Heuer will auction the photos and donate proceeds to the United Nations Development Fund for Women. Agency: The Experiential Agency Chicago.


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