"The watchmaker uses music throughout its entire global marketing strategy and has celebrated collaborations with some of the worlds most notable artists and bands. "
Dan Deakin, sales manager, Leach
Luxury watchmaker Raymond Weil was recently announced as the arena’s ‘official time partner’ and headline sponsor of the venue’s VIP Icons Bar. And the Swiss horologists approached Leach to maximise their exposure within this vibrant space.
The result of this two-week project is a striking, media-rich display that pays homage to both brands.
Leach’s in-house innovation team designed a bespoke lightbox and guitar case with acrylic face and RGB lights, in celebration of the legends who have played at the venue. Table-top vinyl graphics, cut-vinyl applied to mirrors, and 7 lightboxes with interchangeable fabric graphics, have also been supplied.
But by far the stand-out visual is a large-format, seamless and durable 20sqm wallpaper solution – depicting Raymond Weil’s relationship with the Brit Awards – created using Leach’s market-leading Titan product.
Commenting on the project, Leach’s Sales Account Manager Dan Deakin elaborated: “This is Raymond Weil’s first in-venue entertainment space, so the pressure to execute this brief perfectly, was high. The watchmaker uses music throughout its entire global marketing strategy and has celebrated collaborations with some of the world’s most notable artists and bands. We were very excited when this project came in.
“As a world-renowned family-owned business whose name is synonymous with quality, this client prioritises brand over everything. Leach was therefore chosen as the graphics partner because they knew we could deliver on the standards sought.”
The Icons Bar has now been transformed into a lively space on the arena concourse, for gig ticket holders to enjoy.
Dan continued: “So many customers approach us interested in how we can create a ‘wow factor’ on their walls. But with Raymond Weil we’ve thought beyond the obvious, maximising use of previously underutilised spaces such as table tops, which are now decorated to look like LPs.
“The flexible nature of the lightboxes’ fabric graphics also means that arena staff can change the displays within minutes – updating the look and feel of the area as often as they like.”
This is not the first time Leach has collaborated with Raymond Weil – a number of brand graphics designed, printed and installed by the Huddersfield-headquartered visual impact specialists, currently adorn jewellers, concessions and shop-within-shop environments throughout the UK.