Celebrate the twentieth anniversary of the Tambour

Event planning requires careful marketing and design strategies. Essential elements for its success are the promotion - possibly through several channels - and the sequence of the settings that compose the event itself. Usually, they are structured as follows: introduction, display of past products, demonstration of the new product, and the Touch & Try. There is no significant difference in the design of a large or small event. However, in both cases, it is crucial to dimension the rooms properly, make the paths fluid, never leave anything unplanned, and make each space suitable for the scope.

Planning a large event can benefit the designer by offering him wide spaces and infinite possibilities to fly with the imagination. Nevertheless, it can be a double-edged sword. One could fall into the fault of creating empty spaces or settings unreasonably loaded with elements. Smaller events have an advantage in themselves: limited space. And this is where the designers’ skill comes into play, as in the case of the “Tambour 20th anniversary” event.

Courtesy of Louis Vuitton

It was 2002 when Louis Vuitton entered the world of exclusive watches. Thus, Tambour was born, a new watch with a design inspired by the shape of a drum. To celebrate the twentieth anniversary of the Tambour, the French Maison organized a small event inside the Shibuya store in Miyashita Park.

The event’s entrance is a vast drum case - on the shop’s second floor. The setting is divided into four areas. The first room, dedicated to the history of the Tambour, is dark but bright, with curved walls adorned with four vertical screens. The circular black floor evokes the watch case with the twelve markers decorated with the twelve letters of the Louis Vuitton brand. The ticking of the clock hands is a fascinating sound background that enriches the environment, giving the idea of being inside the clock itself.

Courtesy of Louis Vuitton

Courtesy of Louis Vuitton

The next room - divided into five small sections - houses displays and screens with images of the old models, from the first collection of 2002 to that of 2020. The gilded environment, decorated with suspended arches, culminates with an intriguing installation that recalls the clock face, with its superimposed hands and markers.

Photo by Valentina Cannava

Photo by Valentina Cannava

Photo by Valentina Cannava

The event’s protagonist is the Tambour Twenty Limited Edition, consisting of only two hundred pieces, kept in a display case in the center of a round room. On the side of the room, giant screens project images of the American actor Bradley Cooper, chosen as the brand’s new ambassador. At the top of the case, various pieces of the watches - made of steel - generate a singular candlestick.

Courtesy of Louis Vuitton

Photo by Valentina Cannava

The LV logo accompanies the visitor along a corridor with gray walls up to the last room. Also circular, it houses some pieces from the Tambour Twenty Limited Edition collection, housed in circular wall displays.

Photo by Valentina Cannava

Photo by Valentina Cannava

Photo by Valentina Cannava

“Tambour 20th anniversary” by Louis Vuitton is a small and well-designed event. Each area has been able to donate emotions and ensure that the visitor feels part of something important. Part of an experience that he will never forget.