TAG Heuer Celebrates 60 Years of Carrera in Style at HERE at Outernet
To mark the 60th anniversary of the iconic Carrera, TAG Heuer hosted a star-studded evening at HERE at Outernet in the heart of London’s Soho. Friends of TAG Heuer and brand ambassadors including Patrick Dempsey, Jacob Elordi, Madelyn Cline, and Alexandra Daddario joined the celebration, which was centered around the premiere of TAG Heuer’s new commercial, The Chase for Carrera, starring Ryan Gosling.
Overview
TAG Heuer sought a venue that could deliver a cinematic, high-impact experience worthy of a Hollywood premiere — right in the heart of London. HERE at Outernet’s immersive technology and flexible space provided the perfect backdrop for an unforgettable evening that blended film, fashion, and motorsport heritage.
Challenge
The event required:
-
A red-carpet style arrival experience with impactful first impressions.
-
Seamless branding opportunities to transform the venue into a Carrera-themed cinema environment.
-
The ability to host live performances, a Q&A session, and a film screening all in one space.
-
Creative use of space to incorporate a hero installation (the rotating Carrera centrepiece) and display of the classic red Porsche Carrera.
Solution
HERE at Outernet was fully reimagined for the occasion, with thoughtful design and immersive production:
-
Hollywood-Inspired Arrival: Guests entered via the Outernet Arcade LED tunnel, transformed with movie posters for The Chase for Carrera and dramatic uplighting, leading to a step-and-repeat for photos.
-
Immersive Guest Journey: From the lobby’s blue and pink gradient lighting to the cinema-style cloakroom tickets, every touchpoint reinforced the premiere theme.
-
Carrera Lounge Stage: Singer Izzy Bizu performed an intimate warm-up set ahead of the reveal, while the cabaret-style seating encouraged mingling.
-
Main Reveal: Curtains were drawn back to reveal the full stage and 6K LED screen. Greg James hosted a live Q&A with TAG Heuer ambassadors before premiering The Chase for Carrera.
-
Hero Installations: A rotating ‘60 Years of Carrera’ centrepiece and a Hollywood soundstage set with the red Porsche Carrera gave guests unforgettable photo moments.
-
F&B Experience: The events team and Cellar Society curated a premium drinks menu and themed canapés, perfectly complementing the high-end atmosphere.
Results
The event was a powerful showcase of TAG Heuer’s heritage and innovation:
-
Celebrity & Media Impact: With global ambassadors in attendance and a Ryan Gosling-fronted campaign at the heart of the night, the event generated significant media and social buzz.
-
Immersive Brand Storytelling: From entrance to afterparty, the experience placed guests inside the TAG Heuer narrative, celebrating the Carrera legacy.
-
Flawless Production: Seamless guest flow, beautiful staging, and creative use of HERE’s technology made for an elevated, memorable launch.
Key Takeaway
The TAG Heuer “Chase for Carrera” Celebration demonstrated the power of combining cinematic production design, celebrity engagement, and brand heritage storytelling. HERE at Outernet provided the perfect setting to bring TAG Heuer’s vision to life, creating a premiere-worthy night that captured the spirit of Carrera.
Want to create your own unforgettable brand experience? Get in touch with our events team to bring your product launch, screening, or VIP celebration to life at HERE at Outernet.
