Ideas

Inside the Burberry stand were features including a a digital room featuring faceted mirrored panels that transformed to showcase video content, 68 digital screens showing dedicated video content over the course of the event, and 15 mini iPads showcasing specific content for each watch. 

The Girard-Perregaux stand was located inside a three-level booth directly adjacent to Gucci (both are part of Kering Group). It was devised as a clean space highlighted by light woods, wood flooring, and tile. Over the reception desk was a dramatic large-scale "book" with open pages. Hanging above, in a cascading series, were watch movements and pieces. 

With a striking overhang exterior façade, the Hublot stand boasted a whopping five levels from which both clients and press were entertained. Up on the fifth floor was a terrace, lounge, and seated restaurant, plus a hidden "chalet" made of solid alpine wood.

Visible directly from the main walkways of the fair, the Grand Seiko wing of the two-block pavilion was constructed from black stones and featured a seemingly motorized schematic display of falling digital book pages that were, in fact, strung along twine for an enhanced experience while perusing the brand literature.

Soho House Chicago opens on August 11, but the property hosted a preview party for musicians and select members of the press on Saturday. The event offered Grey Goose vodka cocktails, samples of the Soho House menu (including herb-filled bream and peach crumble), and a surprise performance from Jon Batiste & Stay Human. During the acoustic set, the band strolled around the venue and performed on bar tops.