Hublot is gearing up for a World Cup sales bonanza after unveiling a special marketing campaign in tandem with Harrods.
The brand, which is the official timekeeper of the World Cup, has created a dazzling football installation along the iconic Hans Crescent windows and within the Door 5 atrium at the iconic London department store.
With the World Cup set to start in Russia in less than three weeks’ time, Hublot expects it to be a big summer for the brand.
Six well-known names feature in Harrods’ Hans Crescent windows as part of the installation: Jamaica’s fastest man alive, Usain Bolt, football legends Diego Maradona, Jose Mourinho and Pele, as well as England manager Gareth Southgate and FIFA referee Bjorn Kuipers.
Each individual was asked for their guidance on what it takes to become a champion and their inspirational quotes are featured within the three-dimensional and interactive windows.
Also featuring within the windows are iconic emblems from the 2018 FIFA World Cup, including the emblematic white, blue and red matriochka designed by Russian contemporary artist Andrey Bartenev, which opens to reveal at its heart his second creation, the elaborately decorated Hublot football.
Visitors that step into the Harrods Door 5 Atrium will be welcomed by another installation juxtaposed above their head in the form of giant and multi-faceted LED blue, red and white footballs on which they will be able to follow the countdown until the first game.
Beyond these, Hublot’s ‘Big Bang Referee 2018 FIFA World Cup Russia’ official watch of the tournament is displayed upon the first-floor mezzanine in an interactive showcase offering visitors the possibility to try to score against a robot goalkeeper.
Helen David, Harrods’ chief merchant, said: “Harrods and Hublot are two brands with a shared commitment to challenging expectations to create the most exclusive experiences for our clients. Since the launch of Hublot at Harrods in 2010, we have had the pleasure of collaborating on many creative campaigns and initiatives, from the Art of Fusion last October to the recent unveiling of our ‘world of’ Hublot boutique within the new Fine Watch Room.
“Our partnership continues to go from strength to strength, and now culminates in our welcoming Hublot’s Champions’ Advice campaign to the store. Hublot’s Champions’ Advice is particularly exciting as it will be brought to life across so many touch points across Harrods and we welcome all visitors to engage with this truly creative campaign ahead of the event this is all building up to – the World Cup -later this summer.”
Meanwhile, Hublot CEO Ricardo Guadalupe announced on Friday that the Brazilian and Chelsea footballer, David Luiz was joining the Hublot family as a ‘Friend of the Brand’.
Earlier in 2018, the Harrods Fine Watch Room was relaunched and Hublot unveiled its new boutique concept with vivid pop-artworks and luxurious grey alcantara accents.