Omega House in Rio de Janeiro, Brazil
Swiss watchmaker Omega has moved into Casa de Cultura Laura Alvim in Rio de Janeiro, Brazil to share its history with Olympics attendees.
The watchmaker’s temporary Omega House will operate as an exclusive members-only club during the summer Games, which begin on Aug. 5. Designed to take consumers on a journey, each room tells a different aspect of Omega’s brand narrative alongside celebrations of Olympics history.
Watchmaking by the sea
Located across the street from Ipanema, one of the world’s most famous beaches, Casa de Cultura is renowned among Rio’s artists and intellectuals. The building is simple, yet beautifully-designed with natural light, classic architecture and unforgettable views.
For the Games, Omega has reimagined and transformed the building, rich in bohemian history and culture, into the setting for its members-only club. As the official timekeeper for the summer and winter Olympics, Omega’s presence is substantial at the games and presents the watchmaker with opportunities to share its story.
Each of the rooms serves as a celebration of the Olympic Games as well as the chapters of Omega’s history.
Guests are welcomed inside Omega House through an entrance hall lined with olive trees, a nod to the origins of the Games. Also in the entrance hall is a nearly 30-foot waterfall that includes statues in diving formation heading to the pool below.
Omega House’s entrance hall
Along the walls, Omega has placed a golden timeline outlining its timekeeping history, which dates back to 1932, while paper artwork showcases the watchmaker’s timepieces and those created for the Olympics.
On Omega House’s patio, inspired by the “whitewashed luxury” of destinations such as Miami and Mykonos, members can enjoy drinks at the bar while gazing on a collection of black-and-white photography dedicated to Omega’s timekeeping. The patio is outfitted with Grecian pillars, billowing drapes, a fountain and a screen that will display the Games’ events in real time.
Within the patio, Omega has created a swing area for “uber-relaxation.” The small section has large swings and modern rocking chairs.
Omega House’s patio
Upstairs, Omega encourages exploration of its brand through various displays such as a series of photographs documenting the watchmaker’s Community Countdown with Viva Rio (see story). This area also includes winning photos taken by Viva Favela Community Correspondent Course. Omega invited students to enter photos into a competition that captured the theme of sports in Rio’s favelas.
The remaining rooms are dedicated to space, ocean, heritage and women. Within the Space Room, Omega explores its history of space exploration underneath a canopy of stars and Moonwatches, from vintage to modern day, on the walls.
Space Room at the Omega House
The Ocean Room has a similar theme, concentrating on Omega’s diving watches. The room includes a coral reef DJ booth and ocean-inspired decor along with glass balls showcasing Omega’s nautical watches.
Omega’s Heritage Room educates guests on the inner workings of a timepiece. Omega decorated this room with 145,000 custom-made watch parts, vintage watches and tools that have been layered over the wall.
Lastly, in the Women’s Room, with views of Ipanema Beach, Omega designed this space to resemble a private makeup room with tailor-made furniture, glass tables and antique mirrors. The walls are adorned with vintage Omega advertisements for its women’s timepieces while display cases show off the brand’s feminine watches.
The Omega House at Rio 2016
All-inclusive
Although Omega House is members-only, the watchmaker has ensured all enthusiasts can join it as the Olympic Games and its role as official timekeeper begin.
Omega is embracing a new angle as it touts its role as official timekeeper of the 2016 Olympic and Paralympic Games.
On an extension of its site, Omega has released a series of videos and educational slideshows expanding on its role as perhaps the Games’ most prestigious sponsor. The videos allow Omega to demonstrate its craftsmanship through a link that will appeal to more consumers (see story).
Also, Omega is flaunting its role in the upcoming Olympic Games through a takeover of department store chain Printemps’ atrium.
For Omega Loves Printemps, the brand is looking back on its 27-year relationship with the global sporting competition, sharing footage of key moments and demonstrating how its precision timekeeping has helped determine winners. Allowing fans to experience the Olympics even when not in Rio de Janeiro, Brazil the temporary display will be up through the run of the games (see story).
from Jewelry – Luxury Daily https://www.luxurydaily.com/omega-touts-heritage-olympic-games-involvement-in-branded-hangout/
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