IWC Schaffhausen
360°
Dining Experience
Full art direction and projection content design for a premium brand activation built around IWC Schaffhausen's new watch collection. Produced in collaboration with Immersive LTD, the event centred on an intimate dining experience wrapped in 360° ambient motion — what we called "moving wallpapers." Every visual had to feel refined, seamless, and completely aligned with one of watchmaking's most prestigious brands.
The Brief
The challenge was restraint. IWC needed an immersive environment that reinforced the brand's presence without dominating it, visuals that guests would feel more than consciously notice. No spectacle, no distraction. Just a calm, cinematic layer of motion that elevated the atmosphere and made the space feel alive.
I was responsible for the complete design and art direction of all projection content, animated sequences, still frames, and projection templates, across a continuous 1080×18200px canvas wrapping the entire event space.
The Process
The scale of the canvas made standard rendering approaches impractical. I initially planned to use Cinema 4D's native renderer, but the need for faster creative iteration led me to switch to Octane mid-project, a calculated risk given the absence of GPU render farms. All rendering was handled in-house.
I ran extensive tests to establish the right balance of resolution, render time, upscaling, and denoising, then set the final sequences to render continuously for two weeks, remotely monitored and backed up across local drives and Google Drive throughout.
During the event, the artist MO performed two live songs. I created complementary projection content that responded to the music's structure, shifting between verse and chorus with visual transitions that followed the emotional movement of the performance.
Tools: Cinema 4D · Octane Render · After Effects Collaboration: Immersive LTD Client: IWC Schaffhausen Year: 2017
The Result
A calm, precisely controlled visual environment that sat behind the experience rather than competing with it, brand storytelling through atmosphere rather than assertion. Three Vimeo sequences document the ambient loops, the live performance content, and the moving wallpaper themes including the Small Rings and Flower of Life motifs used across the canvas.
