The world of technology and watches collide in an experiential pop-up exhibition called Arcadium at Hudon Yards in New York. Eager to expose the world of horology to a new generation, it will run through till July 25, showcasing eight Swiss watchmakers under the Richemont Group- Cartier, Jaeger-LeCoultre, Montblanc, Panerai, Piaget, Vacheron Constantin and IWC Schaffhausen.
A celebration of the craftsmanship and creativity by these skilled masters of horology, visitors can look forward to experience a 3D world of Augmented Reality (AR) and Virtual Reality (VR) to experience the story behind each watchmaker.
There will be a mix of digital and analogue experiences within the exhibit as well as workshops, discussions, tech demonstrations and more. The main highlight of the exhibition is the augmented reality room that will feature custom illustrations by New York-based artist Justin Teodoro where visitors will use an iPad to explore and immerse themselves in various brand worlds.
Outside of that, individual brands will each offer different experiences that focus on their own products. For example, Cartier will offer a virtual interactive look at the creation of its Santos watch at the Cartier Manufacture in Switzerland while IWC Schaffhausen presents a 4-D virtual and augmented reality experience dedicated to “The Road Less Traveled” and Panerai brings visitors below the sea to learn about the inspiration behind its Submersible collection.
The pop-up experience is free and open to the public from Friday, July 12 to Thursday, July 25 at The Shops & Restaurants at Hudson Yards (4th Floor). You can book your tickets in advance via Eventbrite.