Swatch x the Grand budapest hotel
2024 ushers in a long list of Milestone Anniversaries for some of the biggest blockbusters. Imagine what a great opportunity this is for movie and recording studios to collaborate with big brands.
We aim to continue a trajectory of the classic movie -- The Grand Budapest Hotel from then to now, reimagining it in the context of today’s culture with Swatch for celebrating 10th anniversary.
Target Audience: Gen-Z, especially the film enthusiast, the nostalgist and the history lover
Awards: 2025 ADDYs Gold (Student)
Role:
Project Management, Creative Direction, Art Direction
Team:
Jiya Ren, Qijie (Katherine) Wu, Jinqin Xiao
1932
1968
1985
Preset day
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4 Timelines in the movie
Gen-Z has a strong desire for individual expression and loves expressing their uniqueness through accessories.
Gen-Z enjoys seeking out surprises and adventures in life. Surprises often lead to memorable experiences.
Gen-Z feel that the era represents a care-free time that was about having fun.
Collaborate with a brand that creates unique accessories
Creating immersive memorable experiences
Collaborate with a brand that represents time and fun
Insights
opportunities
Swatch logo + Round watch dial
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Inspired by Swiss flag
The Society of Crossed Key
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a secret society of concierges who help save the life of M. Gustave
we aim to present both of the elegance and the energy of self-expression
new logo design
MADAME D. DEATH AND GUSTAVE ARREST
Digital Game: Save Gustave
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All the players who successfully completed all the levels will win some awards and be added into a lottery for the grand prize.
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Game interface design
On Ground Grand Central Station, New York City
POP-UP STORE
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Mendl's Pastry Box (Details)
WHAT YOU MAY FIND IN THE MENDL'S PASTRY?
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Grand prize: A Trip for 4 people to the Hollywood for 10th anniversary of the movie
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First prize: A Swatch watch from our collection
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Second prize: A 30% coupon of Swatch watch
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Third prize: 2 movie tickets
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Or nothing (Better luck next time!)
SWATCH X GRAND BUDAPEST HOTEL
Watch Collection
RISE AND FALL OF THE GRAND BUDAPEST HOTEL
Collection 1
Collection 2
M. GUSTAVE
Collection 3
ZERO & AGATHA
Merchandise
WOODEN ROUND MAZE
Credits: Jiya Ren, Qijie (Katherine) Wu, Jinqin Xiao, Judy Salzinger
"BOY WITH APPLE"
Collection 4
