Panerai Immersive Environment – Watches & Wonders

WE RETURN BENEATH THE SEA AT W&W 2026

For the Officine Panerai booth at Watches and Wonders 2026, we designed an immersive scenic experience capable of transforming the exhibition space into a journey into the depths of the ocean.

Extending along the entire perimeter and ceiling of the booth, the installation surrounded visitors with a striking underwater environment, conceived to express the identity and heritage of the brand during the world’s most important watchmaking event.

Developed in close collaboration with the Panerai creative team, the project originated from in-depth research into the brand’s iconic values: its connection to the sea, its pioneering spirit, and its natural vocation for exploration. These elements guided the visual concept from the earliest stages, shaping an experience able to translate Panerai’s identity into an intense and engaging spatial narrative.

At the core of the project was extensive visual research focused on building an immersive world that felt both cinematic and authentic. Every detail of the underwater environment was carefully crafted to convey wonder, depth, and realism: from the movement of the water to the textures of the deep sea, each visual element was designed to enhance the feeling of total immersion

The final result was made possible through the integration of different techniques and creative processes. Advanced 3D and 2D workflows were combined with AI-based visual development tools and meticulous compositing work, enabling the creation of highly detailed environments with extraordinary realism.

The synergy between these tools made it possible to create an environment that was not only visually striking, but also deeply memorable on an emotional level.

More than a digital scenography, the installation became a true narrative device: a space capable of immersing guests in the embrace of the ocean and reconnecting them with the core values of Officine Panerai.

Through the fusion of storytelling, technology, and visual research, the brand took shape as a living immersive experience, leaving visitors with a lasting impression of depth, elegance, and the spirit of exploration rooted in Panerai’s heritage.

Discover how we transform brand concepts into immersive experiences.

The CREW!

– Alberto Gentilin (Project Leader)

– Giulia Lazzaretto (Creative and Art Direction)

– Davide Briganti (Project Supervisor)

– Andrea Munegato and Nicolò Danieletto  (Digital Artist)