MichaelC provides a comprehensive report on Audemars Piguet's presence at Art Basel Miami, offering a detailed look at the brand's engagement with the art world. His account highlights the unique atmosphere of the Miami event, contrasting it with the Basel, Switzerland show, and showcases AP's distinctive exhibition design and celebrity interactions. This post captures the synergy between haute horology and contemporary art, a key aspect of AP's brand strategy.
Last week, I caught a redeye flight to Miami, FL to check in quickly with Audemars Piguet. Art Basel's Miami installment was happening in South Beach, and Team AP was on the ground with a variety of events.
You might recall I reported on Art Basel 2014 held in Basel, Switzerland in June:
ap.watchprosite.com
The scale of the show in Switzerland was definitely larger than that of Miami, with artworks of extraordinary scale. Still, Miami offers a unique opportunity for creative displays, such as Theo Jansen's Strandbeest exhibition held on the beach.
I checked in to my hotel just ahead of sunrise on the East Coast. Always a cherished moment to take in.
The Queen was running a bit late, as I had not yet adjusted from Mountain Standard Time.
After catching a little rest, I made my way over to the Miami Convention Center where Art Basel was being held. The AP booth was quite familiar to me, having seen it up close 5 months earlier in Switzerland. AP had a little more real estate to work with there, but Mathieu Lehanneur's design remained mostly intact in Miami.
I still adore this special design element of the resin rock suspended above the circular glass display ring. Very powerful.
Kurt Hentschläger's dynamic video "Measure" played on the sidewall of the area.
AP wall clocks are quite typical at these events.
For the evening, AP held a special party just off the beach. As you might expect, various celebrities filtered in and out of the event.
AP friend Adrian Grenier with his AP Entourage of Xavier Nolot and Francois Bennahmias
#1 world ranked tennis player Serena Williams
And Francois with actress / model Freida Pinto
The centerpiece of the celebration was Theo Jansen's Strandbeest exhibition, presented by Audemars Piguet and the Peabody Essex Museum.
I'm afraid I was unable to arrive to Miami in time to catch AP's journalist event for this special exhibition. Theo's creations are utterly interesting.
This trip was super quick for me. I did manage a boutique visit to Bal Harbour, and will report on that next.
So long Miami, hope to see you again soon
