Limited edition illustration to celebrate the opening of "Casa Panerai", New York flagship Boutique. The Panerai Boutique is imagined to be immersed in an unreal world, where it’s on Madison Avenue and underwater at the same time, creating a surreal, suspended atmosphere.
Challenge
The "Aperitivo in Piazza" at the opening of Casa Panerai in New York was designed to evoke the charm and atmosphere of an Italian city square, offering a taste of Italian culture and lifestyle.
Casa Panerai in New York City is the largest global flagship boutique of the Italian watchmaker Panerai, located at 711 Madison Avenue. The grand opening took place on June 1, 2023, and was a lavish event reflecting Panerai’s Italian heritage. The opening featured an “Aperitivo in Piazza,” an Italian-style street party with mini pizzas, gelato, and espresso, creating a vibrant and authentic Italian atmosphere right in the heart of New York City.
Goal
Do you know what time it is? It's showtime motherf*ckers!
Chris Pratt, a well-known Panerai collector and fan, was a prominent guest at the event. He arrived in style, driving a vintage red Alfa Romeo Giulietta alongside Panerai’s CEO, Jean-Marc Pontroué. Pratt played a key role in the event, participating in the ribbon-cutting ceremony and mingling with guests, adding a touch of Hollywood glamour to the proceedings, saying his famous line: Do you know what time it is? It’s showtime motherf*ckers!
Result
Casa Panerai, located at 711 Madison Avenue in New York City, is the brand's largest global flagship boutique. This two-story space offers a unique and immersive experience, blending retail with elements of a lounge and a museum
The boutique showcases a wide range of Panerai’s historical and contemporary watches, as well as reproductions of original technologies, patents, and significant milestones that chronicle the brand’s rich history. The space is designed to reflect Panerai’s Italian heritage, with detailed elements such as an Italian bar and a timeline set against an original brick wall, enhancing the educational and visual experience.
Limited edition postcards, exclusively made for the Casa Panerai openings, NY, Paris and Milano
