Panerai, the renowned Italian high-end watchmaker, is celebrated for its deep-rooted maritime heritage and its unwavering commitment to precision craftsmanship. The brand recently showcased its expertise at Watches and Wonders 2024, a prestigious horology exhibition held in Geneva from April 4 to April 10. At the event, Panerai highlighted its latest innovations while maintaining its connection to the sea, captivating watch enthusiasts and industry professionals alike.

One of the focal points of Panerai’s presence at the event was its ongoing collaboration with the America’s Cup, first established in 2017 and officially solidified in 2019 as the Official Sponsor of the Luna Rossa Prada Pirelli Team. This partnership was showcased prominently, reflecting shared values of innovation, precision, and nautical excellence. Panerai’s booth echoed the industrial charm of the Luna Rossa hangar, with a striking display of a genuine raceboat prototype and an unveiling of the latest collection inspired by the legendary sailing team.

Lighting played a pivotal role in creating a compelling atmosphere and presentation for Panerai at Watches and Wonders. For the livestream setup and user-generated content, it was essential to employ flicker-free lighting to avoid any visual disruptions, ensuring a smooth and engaging experience for the viewers. The lighting selection helped minimize glare and provided stable illumination, crucial for capturing high-quality video and photography. This ensured that Panerai’s timepieces could be presented with absolute clarity, allowing their intricate details to take center stage.

One of the key features of the lighting setup was the reworking of the overhead “high-bay” lighting fixtures, controlled via DMX. We retained the original structure of the high bay fixtures while integrating new DMX-controlled show lighting fixtures, which featured various beam angles and Correlated Color Temperatures (CCT) to improve the overall lighting. This decision allowed Panerai to fine-tune the lighting to different parts of the exhibition area, achieving an optimal balance between the larger space and the finer, detailed displays. The varying beam angles ensured focused lighting where needed, while the different CCT settings helped create a mood that complemented both the industrial hangar aesthetic and the elegance of the timepieces.

These high-performance fixtures ensured even and consistent illumination throughout the space, allowing both the raceboat prototype and the watches to stand out beautifully. The aesthetic arrangement of the lighting fixtures and their structure within the simulated hangar was crucial. The design effectively transformed what could have initially been a flat, diffuse space into an engaging environment full of depth and dimension. Through the strategic use of shadows and highlights, the lighting added volume to the area, enhancing the visual interest and creating a dynamic atmosphere. This interplay of light and shadow helped define the space, guiding visitors’ attention toward the raceboat prototype and the intricate details of the watches.


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