RISE & SET helped Hublot, the Swiss luxury watchmaker, celebrate the opening of its new flagship boutique on New York City’s famed Fifth Avenue. To make a statement as dynamic and disruptive as the Peter Marino-designed boutique and watches themselves, we produced a jaw-dropping event highlighted by a vertical, aerial dance performance down the face of the new façade and out over the throng of media, brand ambassadors, and passersby. In addition, consumers and members of the American and international media were engaged by having brand dignitaries on hand, alongside Hublot executives, to assist in the ribbon cutting. These special guests included soccer legend and three-time World Cup champion Pelé, six-time Olympic gold medal sprinter Usain Bolt, and Marino himself. Guests and media were then invited to tour the interior of the boutique while being treated to champagne and passed hors d’oeuvres while perusing the exquisite selection of Hublot timepieces.