As the part of its worldwide expansion plan, TAG Heuer has opened its second flagship in Brazil, located in the CidadeJardim shopping mall in São Paulo.
The inauguration event, held on the first day of the Brazilian Grand Prix weekend, was attended by personalities from various areas of motorsport, fashion and Sao Paulo society, with a special appearance of Daniel Ricciardo, Red Bull Racing Formula One Team Driver. This was the setting for the gathering of several local celebrities such as XXX, TV sport anchor Reginaldo Leme, master of ceremony of the evening and DJ and music producer Pietra Bertolazzi.
The artists Alan Mosca, Bruno Theil and Luciano Cipulo, faced the challenge of capturing the essence of TAG Heuer’s racing spirit, Daniel Ricciardo’s personality and the atmosphere of the Sao Paolo Grand Prix. Each of them created a design with those three elements and air-brushed it onto three race helmets exhibited at the event.
With the new boutique, TAG Heuer extends its network to two concept stores, 20 corners and more than 60 points of sale in the most important cities of Brazil.
Featuring a new experience for customers, the flagship unveils a contemporary design in which heritage and innovation coexist within TAG Heuer universes: sport, lifestyle, art, music, and heritage. The architecture, based on the TAG Heuer logo, was applied from the front to the display case, in the internal displays in shades of light and dark gray, and in smooth and cast materials. These overlapping layers are a three-dimensional reference to the clock mechanism. The touches in red establish the connection of the brand with the boldness of the motor sports world.
|Carrera Heuer-01 Red Bull Racing special edition|
The store carries all the TAG Heuer collections, in addition to its last launches, like the Carrera Heuer-01 Red Bull Racing special edition. This model made of steel features the team colors, predominantly navy blue and red, has a blue leather strap in a rubber cradle that evokes the appearance of the racing car seat, and gives a sporty and up-to-date style to the piece. Since 2015 TAG Heuer is the Official Timekeeper and Official Watch of the Red Bull Racing Formula One Team.
The new TAG Heuer boutique is located in Shopping CidadeJardim / Ground Floor, at Av. Magalhães de Castro, 12,000 – Marginal Pinheiros, local lane, between Cidade Jardim and Morumbi bridges – São Paulo.