‘To break the rules, you must first master them’

The mantra of AP resonated in our approach to this event. Staging it for a bespoke client list and set at the Burj Khalifa Annexe, the Creative Direction broke the rules….totally.

A three-part experience that first highlighted the history and provenance of AP in the regional market, showcasing unique archive timepieces,  followed by the reveal of the CODE11:59 collection. Rounded off with a unique dining experience.

For the finale, we embraced the architecture of the building and created a 20m circular dining environment, where diners faced each other and the corridor in between served as the performance space.