First launched for the 2012 Olympics in London, Omega's exclusive members-only club returned for Rio 2016. Omega's activation was housed at the Casa de Cultura Laura Alvim on Ipanema Beach, with each individual room paying homage to the Olympics. The main area for guests to mingle was the patio, which featured a white-on-white scheme reminiscent of luxury destinations like Miami, Ibiza, and Mykonos. The white was offset by black-and-white photos highlighting the brand's history of timekeeping.