AREA 51
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AREA 51 -
360° APPROACH
INTRODUCTION
In 2025, we partnered once again with Sotheby’s to create AREA_51, a second experimental auction concept that pushed the boundaries even further. Following the success of Rough Diamonds, this new chapter explored a radically different narrative universe, blending watchmaking with science fiction, mystery and speculation.
Conceived as a full 360° activation, AREA_51 was designed to immerse audiences in a classified world where timepieces appeared as unexplained artefacts awaiting identification.
51 WATCHES
CHF +2’000’000 IN SALES
CONCEPT
AREA_51 was imagined as a supernatural and investigative auction, inspired by the myth of the infamous military base and humanity’s fascination with the unknown. The sale brought together fifty-one watches, a symbolic number echoing the legend itself, selected for their offbeat aesthetics, unusual constructions and otherworldly presence. Mixing mostly vintage pieces with a touch of contemporary references, the selection balanced historical relevance with radical design. Each watch was presented not simply as a collectible, but as an anomalous object, challenging familiar codes of watchmaking and inviting viewers to question its origin, function and intent.
IDENTITY & VISUAL DIRECTION
We developed the entire visual identity of AREA_51 in-house, building a universe inspired by classified documents, surveillance systems and research facilities. The graphic language drew from security files, CCTV imagery and declassified reports, reinforcing the idea of secrecy and controlled access. As with Rough Diamonds, five “top lots” were given special treatment through fully illustrated visuals, selected not for their price but for their conceptual and visual singularity. Among these top lots, two were bespoke creations made specifically for the sale by Furlan Marri and Toledano & Chan. This identity became the backbone of the project, shaping every visual touchpoint with a coherent, immersive and unmistakable aesthetic.
SCENOGRAPHY
The exhibition scenography was conceived as a secure research zone rather than a traditional display space. Custom-built vitrines, oversized aluminium ducts and controlled smoke effects transformed the venue into a fictional investigation site. The watches appeared as specimens under examination, suspended between science, mystery and design. Every element of the space reinforced the idea of a classified environment, allowing visitors to step inside the AREA_51 narrative and experience the auction as an immersive, spatial extension of the concept.
↓ SCENOGRAPHY PICTURES ↓
AREA_51 COLLECTIBLE CARDS
To deepen the project’s universe, we also produced a collectible trading card set, built like a classic booster-based card game. Each of the 51 watches was given its own card, transforming the auction selection into a collectible archive of anomalies. Different rarity levels were introduced, with the top lots appearing less frequently, reinforcing both the thrill of the hunt and the logic of rarity. Packaged in custom-designed AREA_51 booster packs, these cards became a tangible extension of the concept, blending watch culture with pop-coded collecting mechanics.
SOCIAL MEDIA & CONTENT
Our social media strategy focused on clarity, consistency and visual impact. We deployed teaser videos to introduce the AREA_51 universe, followed by curated carousel posts presenting each watch as a classified artefact. Moodboards accompanied the reveals, offering visual context and reinforcing the alien-like character of the pieces with references. While the feed avoided explicit narrative storytelling, its structure and visual rhythm were carefully designed to mirror the controlled, analytical tone of a research archive. The result was a feed that felt deliberate, intriguing and fully aligned with the project’s identity.
TEASER #1
↓ MOODBOARDS ↓
We paid close attention to the overall look and coherence of the AREA_51 Instagram feed, ensuring every post felt aligned with the project’s classified visual language. Alongside the watch reveals, we produced lifestyle imagery that extended the universe beyond product shots and gave the auction a more tangible, lived-in presence.
INSTAGRAM FEED OVERVIEW
↓ LIFESTYLE PICTURES ↓
MERCHANDISING
For AREA_51, we produced an event-specific T-shirt designed as a collectible souvenir of the project. The back print featured a map of Geneva marked by a meteorite impact precisely at the auction location, blending the city’s geography with the sale’s extraterrestrial narrative. A simple piece of merchandising, but a strong, wearable extension of the concept.
GUERRILLA MARKETING
To extend the fiction beyond the exhibition walls, we activated a guerrilla marketing operation throughout Geneva. A fleet of velomobiles, redesigned to resemble small spacecraft and fully branded with AREA_51 visuals, circulated through the city and were stationed in front of the venue during the exhibition. Acting as moving anomalies in the urban landscape, they blurred the boundary between reality and storytelling. This activation functioned as a physical extension of the classified universe, transforming the city itself into part of the investigation and reinforcing the idea that AREA_51 had quietly landed in Geneva.