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's 150th anniversary was a chance to reach a digital generation with no real connection to haute horlogerie, and a static commemorative campaign wasn't going to do that. The brand wanted a single hub to carry the anniversary online for the whole year, tying its activations to a physical exhibition touring Le Brassus, Shanghai, Dubai and Ginza. The aim, as the agency put it, was to turn storytelling into discovery, craft into interaction, and heritage into something visitors could actually play.
Solution
Visitors open the site and choose to sign in with an AP Account or continue as a guest, then step into a 3D space built like a cabinet of curiosities, moving between rooms such as the Astronomical Observatory, Mechanical Secrets, the Vault of Design, the Gallery of Time and AP Family. Each room holds a handful of short activities — answering quiz questions, dragging watch components into place to assemble a movement, scrolling through a 150-year timeline, or working through archival footage and arcade-style challenges. Completing an activity earns a badge that drops into a personal AP Locker, and collecting enough badges unlocks rewards, topping out at a two-day trip to the manufacture in Switzerland. At the physical exhibition, a companion mobile game lets visitors scan a QR code to open a portal and unlock three key watch parts, while a separate immersive piece carries the same story through three more scenes, playable on desktop, phone or in a VR headset.
Results
The site drew 311,000 visits in its first three months, with logged-in users spending an average of over 10 minutes per session, an 80% engagement rate, and 40% of games started played through to completion. Across the full set of experiences, the campaign reached more than 400,000 visitors in its first months.
- 1
The player arrives at the site's welcome screen after passing a cookie-consent banner, then chooses to log into an AP Account to save progress or continue as a guest.
- 2
Confirming entry drops the player into a real-time 3D scene built as a cabinet of curiosities; a player who doesn't want to pick a starting point can tap "Surprise me" to be sent to a random interactive instead.
- 3
The player moves between five themed rooms — Astronomical Observatory, Mechanical Secrets, Vault of Design, Gallery of Time, and AP Family — while a navigation bar tracks a running badge count in the "AP Locker."
- 4
Each room holds a spread of short interactive tiles, more than 25 in total, and the player picks them one at a time in any order.
- 5
The tiles split into two core mechanics: quizzes that ask questions about watchmaking and manufacture history, and hands-on 3D tasks where the player assembles watch pieces and casing.
- 6
Other tiles are narrative rather than interactive, letting the player browse a 150-year brand timeline and archive material; throughout, menus and transitions use small mechanical animations echoing watchmaking precision.
- 7
Completing tiles earns badges that accumulate in the AP Locker, and collecting enough of them unlocks rewards, up to a grand prize of a two-day visit to the Audemars Piguet manufacture in Switzerland.
- 8
A separate branch, Portal Quest, is a WebAR experience reached by QR code or mobile browser at an exhibition: the player grants camera access, opens a virtual portal, explores an astronomical-themed environment to unlock three watch parts, and finishes by claiming a physical souvenir at the show.
- 9
A second branch, The Journey of an Idea, is a WebXR experience playable on desktop, mobile, or VR headset, guiding the player through three narrated symbolic environments: The Imagination Workshop, The Alchemist Forge, and The Astronomical Observatory.
- 10
A third, non-web branch runs as a six-person VR session built with Dreamscape Immersive, where players see each other as avatars, follow an origami bird through the manufacture's workshops, and end by designing their own creation.
