Style -- 2 days ago
Words: Gentleman's Journal
For 2 weeks starting today, IWC, in partnership with Mercedes AMG Petronas Formula One Team, will be hosting a pop-up exhibition celebrating the launch of the 2013 IWC watch collection.
Timely launched to coincide with the British Grand Prix this coming weekend, part of the pop-up will feature a wind tunnel installation with an F1 car simulator. IWC’s aim is to take consumers on a journey, showcasing the synergies between the two brands when it comes to engineering.
This type of pop-up is a world first and never before has a wind tunnel been incorporated within a department store in the UK. It aims to get consumers truly engaged in the ethos of the new IWC Ingenieur collection, which draws its inspiration from the world of motor sport, using similar materials such as carbon fibre, ceramic and titanium.
The Pop-up exhibition will run from the 24th June to the 7th July and is located at The Watch Gallery in the Wonder Room at Selfridges.
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