The House Of Wonders
Open the game- Brand
- Audemars Piguet
- Year
- 2025
- Objective
- Awareness
- Industry
- Fashion & Beauty
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Makemepulse
Objective
Audemars Piguet marked its 150th anniversary in 2025 with an ambitious objective: introduce the world of haute horlogerie and fine watchmaking to new, digitally-native audiences. The brand needed to transform its heritage narrative from static commemoration into an engaging, participatory experience that would make horological craftsmanship tangible and accessible to a younger generation unfamiliar with watchmaking traditions.
Solution
makemepulse created a trilogy of interconnected immersive experiences. The centerpiece was an interactive website featuring 20 3D rooms styled as 'cabinets of curiosity,' where visitors engaged through quizzes, watch-assembly games, and badge collection systems. Portal Quest, a mobile AR game with no required app download, invited users to unlock watch components in an astronomical chamber. The Journey of an Idea, a WebXR experience, became accessible via VR headsets at Shanghai and Dubai exhibitions and on the anniversary website itself. Real-time 3D and CGI rendered every interaction with precision details and hidden mechanical elements, encouraging repeat visits through gamification and storytelling across the brand's history from 1875 to present.
Results
The experience achieved 80% engagement rates and 10-minute average dwell times, earning a Webby Award in Fashion, Style & Beauty, Gold at Grand Prix Stratégies du Luxe, and recognition from Awwwards and The FWA. Physical exhibitions in Shanghai extended the campaign's reach across digital and physical platforms.
