Venue
Museum of The Future,DUBAI
CUSTOMER JOURNEY FLOW
Invitation Gift
Marketing Campaign
Arrival
Limited Watch Exhibition
Healing Walk
The Wish Pool
Dinner
Departure
Excitement
Buzz
Curiosity
Awe and wonder
Peace and serenity
Reflection
Joy and fulfillment
A Memory Etched in Time
ART DIRECTION
Color Palette
Design Elements
& Graphic
Visual Concept
& Theme
Typography
Mood &
Emotional Impact
Visual Concept & Theme
Fluid Motion
Luxury & Precision
Futuristic Elegance
Our water wave pattern is not just movement it’s a fusion of biomorphic veins, magnetic flow, ripples, and geological textures, inspired by Iris van Herpen’s design philosophy. Every element shares a common language of fluid lines and organic motion, creating a living, sculptural form that reflects the timeless innovation of Rolex
A fusion of modern digital aesthetics, kinetic light effects, and immersive art installations.
A balance of organic fluidity and Rolex’s structured craftsmanship, blending softness with refined details.
Color Palette
Deep Blue & Emerald Green
Metallic Gold & Platinum Accents
Soft Glow White & Iridescent Silver
Inspired by the ocean’s depth and the veins of the iris, evoking a sense of mystery and time’s fluidity.
Represents Rolex’s timeless craftsmanship, adding a luxurious and premium feel.
Creates an ethereal, futuristic ambiance, enhancing digital and interactive elements.
Typography
Elegant Serif & Modern Sans-Serif Combination
Headline Font:
Body Text:
(Didot)
A refined serif typeface to evoke heritage and prestige.
A sleek, sans-serif for clarity, modernity, and a digital feel.
(Helvetica Light)
Design Elements & Graphic
Mood &
Emotional Impact
Iris Vein & Water Flow Patterns
Abstracted into graphics, light projections, and animated elements, appearing in:
Installation surfaces
Digital screens & animations
Marketing materials & posters
Kinetic Ripple & Gradient Effects
Motion graphics & digital content
Event signage & wayfinding
Interactive Light & Projection Mapping
Digital Marketing & Social Media Integration
Lobby installation : responsive light that adapts to visitor movement.
Wish pool visuals : wishes appearing as glowing particles flowing into the veins of time.
Healing area floor : illuminated patterns shifting like ocean waves underfoot.
Augmented reality filters
allowing users to experience the event virtually.
Teaser animations & immersive ad campaigns
using liquid textures and flowing transitions.
Event countdowns and interactive posts
mirroring the evolving movement of time.
Mystical & Serene
A space where guests feel transported into a realm where time moves fluidly.3
Immersive & Sensory
A multi-layered experience where sight, sound, and movement intertwine, making time feel alive and tangible.
Innovative & Futuristic
A balance between heritage and cutting-edge design, symbolizing Rolex’s vision
DESIGN DEPLOYMENT
Invitation
GIFT
Poster
Magazine
Entrance & lobby
limited edition
Limited Watch Exhibition
The Wish pool & Healing Walk
Healing Walk
Packaging
Social media
THE FLOW OF TIME
Where Every Second Feels Alive
This concept project was a unique collaboration blending Rolex’s world-renowned precision with the organic beauty of iris vein and water wave patterns. The goal was to create a limited-edition watch collection paired with a luxury event experience that fully immersed VIP guests in a sensory journey of elegance, calm, and innovation.
Introduction:
My Role:
Brand Research & Analysis
Concept Development
Watch & Packaging Design
Spatial & Event Experience Design
Collaboration with Designers & Planners
The Process:
Research & Brand Understanding
We began with a deep dive into Rolex’s heritage exploring their history of precision, elegance, and durability. I focused on how to reflect these brand values through fresh inspiration drawn from nature’s perfect imperfections.
Key research points
ROLEX x Iris Van Herpen
Rolex values
Brand Positioning/key items
Timeless Luxury: Synonymous with prestige, excellence, and heritage.
Performance & Precision: Rooted in innovation, Rolex is trusted in sports, deep-sea diving, aviation, and space.
Status Symbol: Worn by achievers, leaders, and visionaries.
Enduring Craftsmanship: Built to last across generations, with a second-hand value like no other.
Heritage & Legacy: A history of groundbreaking achievements since 1905
Color Palette: Rolex green, gold, deep blue—evoking luxury and success.
Crown Logo: A symbol of excellence and victory.
Precision Detailing: Every watch crafted with impeccable finishing and enduring quality.
Signature Elements:
Oyster case (waterproof innovation)
Cyclops lens (date magnification)
Perpetual movement (self-winding)
Fluted bezel (classic Rolex DNA)
“Blending timeless luxury with bold, meaningful storytelling for a new generation.”
“Crafted for Gen Z: authentic, ethical, and immersive.”
“A fusion of tradition and innovation—meeting Gen Z’s demand for personalization and purpose.”
“Luxury redefined: eco-aware, experience-driven, and culturally fluent.”
Gen Z Trends: What Leverage Will You Use to Connect with the New Generation?
IRIS VAN HERPEN
Dutch Fashion designer, known for merging couture craftsmanship۔ Her work is inspired by nature, fluidity, movement, and science, often resembling organic and ethereal structures.
She redefines the boundaries of fashion through 3D printing, laser cutting, and experimental materials, creating sculptural, almost otherworldly designs.
Why is this collaboration is relevant to Rolex objectives
Reinforcing Rolex’s Legacy of Innovation:
Rolex is renowned for pushing the boundaries of watchmaking, just as Iris van Herpen redefines fashion through technology and craftsmanship.
Attracting a New Generation (Gen Z & Millennials):
Her strong presence in digital culture, alongside her collaborations with pop culture icons, aligns Rolex with the creative industries that influence Gen Z.
Strengthening Rolex’s Connection to Art & Design:
Rolex is already linked to prestige, craftsmanship, and
performance, but this collaboration would expand its
narrative into high
fashion and artistic expression.
Creating Cultural Relevance & Social Media Buzz:
High-fashion collaborations generate massive attention,
especially in the luxury space.
Time is not static it flows, evolves, and breathes, much like the intricate veins of the human iris and the endless movement of water. This exhibition merges Rolex’s precision and heritage with the organic, fluid aesthetics of iris vein patterns, symbolizing the seamless connection between luxury craftsmanship, modern technology, and artistic innovation.
Futuristic elegance : A natural yet high-tech structure, mirroring modern watchmaking innovation.
Fluid movement : Just as water adapts and flows, Rolex timepieces embody precision in motion.