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TAG Heuer
TAG Heuer, the After Paddock
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Motorsport, hung like an exhibition. Ahead of the British Grand Prix, TAG Heuer invited 80 guests to the After Paddock, bringing watchmaking, motorsport and contemporary culture together at The Lavery’s Pavilion Gallery.
The word RESONATE in large, light blue, blurred capital letters.
The Paddock Reframed
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Rather than recreate the familiar world of Formula 1 hospitality, we treated racing as an exhibition. Three installations explored TAG Heuer’s connections to Formula 1, Red Bull Racing and Gulf, placing watches alongside race suits, helmets, archive photography and memorabilia. Each became its own visual story within the gallery.

Racing Meets Art

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At the centre was the TAG Heuer Formula 1 x Gulf Limited Edition. Gulf’s blue and orange met bold Formula 1 red, while metallic finishes and sculptural displays brought the material language of motorsport into the space.

Precision Has a Pulse

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The exhibition became the backdrop to the evening, moving from panel conversation and product discovery into cocktails and a DJ as the pace shifted after dark. The precision of watchmaking. The performance of racing. Curated under one roof.
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