Client  Hublot (LVMH)

Category  Event design and production

Year  2019

Role  Creative Strategist, Producer

Direction  ReflexGroup

Production  ReflexGroup

Event Consultant/Co-Producer  Tristan Lacour

Music & Lyrics by  J Isaak  @iamjiasaak

Visual Assets  Hublot HQ; Berluti Paris

Venue World of McIntosh

Hublot wanted a special reveal moment for the launch of its newest collaboration with Parisian luxury shoe maker, Berluti, renowned for its luscious patina work, and for its vintage script motif. Hublot came to ReflexGroup to not only brand and produce the event, but also to design this reveal moment.


As the fourth watch in a series of Hublot x Berluti partnerships, this new collection uniquely includes the Berluti Scritto script writing on the case. It was a challenging production and therefore this will be the only collection to ever feature scritto on the case. During a brainstorm with the Creative Director, Art Director, and Event Consultant, I pitched the concept of focusing on the modern yet traditional fusion of these two luxury crafts through a musical spoken word performance which poetically paralleled Berluti's scritto.  


We casted J Isaak, an up and coming music artist based in NYC to perform a piece that spoke to both brands. After a brainstorming session with J Isaak and a series of notes, we collectively named the performance: New Gentlemen. Hublot and Berluti both have a loyal following based in Europe but now also speak to a new audience based in the US who seek luxury traditions blended with contemporary taste. J Isaak beautifully captured this, producing the music and lyrics for the perfomance.