Hublot, inside the World Cup

Hublot, Frameless

Dinner in the middle of a Qatar stadium. In London. For the launch of Hublot’s FIFA World Cup watch, we turned Frameless into a constantly evolving world of watchmaking, football, fashion and art.

The word RESONATE in large, light blue, blurred capital letters.

Football Without Boundaries

Here, the walls became the storytelling canvas. 360-degree projection transported guests into the stadium before moving through Hublot timepieces, World Cup imagery and Mira Mikati’s colourful, hand-drawn world for Hublot Loves Football, including 15 unique artworks created with Hublot ambassadors and Friends of the Brand.

Inside the Stadium

Against all that movement and colour, we kept everything else deliberately restrained. Long black tables, black tableware, white florals and shaded lamps almost disappeared into the room, allowing the digital world around them to take over.

Every Seat, the Best Seat

Guests dined inside the projections before discovering the new watch, with Gareth Southgate joining for an exclusive conversation on Hublot’s World Cup partnership ahead of the tournament. One room, constantly changing. One world built around Hublot’s love of football.