The aim of the experiences is to tell a brand’s story (as in this case for IWC) by creating an aspirationalstory in which the user can identify. A story consistent with the philosophy of the maison in question,showcasing its values and its heritage. This is how a brand is no longer represented as a boring series of product images, but instead perfectly fits into a life we want to be ours, in a context we want to live in, ina socio-cultural aesthetics we want to experience every day. The product is no longer something to be sold, but the key to the life experiences we truly aspire to have.