The booth itself was a manifesto. Sleek, angular, and motorsport-inspired, its geometry captured the adrenaline of the racetrack before a single visitor stepped inside. The façade came alive with a rhythm of light and motion, choreographed to mirror the beating heart of a mechanical movement.
Every detail of the architecture was designed to invite immersion. The open layout broke down barriers, allowing guests to step directly into the world of TAG Heuer. It was a physical translation of the Maison’s philosophy—modern, dynamic, and engineered for impact. Here, the luxury watch experience was transformed into something uncompromising, a testament to the Designed to Win mindset.
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